PETALS & POETRY
Erdem Moralioglu discusses the dark, cinematic feel of his H&M collection in this Preview exclusive.
Erdem Moralioglu tells us about the dark romance of his H&M collaboration in this exclusive.
FLORALS HAVE ALWAYS BEEN SYNONYMOUS WITH YOUR AESTHETIC. DID YOU CREATE NEW PRINTS ESPECIALLY FOR THIS COLLABORATION OR DID YOU REPLICATE SOME OF YOUR FAVORITES FROM THE PAST?
“I was really happy to create new prints for Erdem x H&M. I wanted to look at florals that felt very English, almost like wallpaper or upholstery fabric from the ’30s or ’40s. There are different florals— some very formal in their design, others much more free, like a hand-gathered bunch of wildflowers.”
Crystal and pearl bow earrings (worn throughout), P1990; jacquard dress with cutouts, P7990; wool coat, P13,990; floral stockings (worn throughout), price unavailable; all ERDEM
X H&M, H&M, SM Mega Fashion Hall. OPPOSITE PAGE: Scarf, P2690; jacquard blazer, P7990; pleated dress, P6990; jacquard pants, P5490; socks, price unavailable; pumps, P9990; all ERDEM X H&M
WHY DO YOU THINK NOW IS A GOOD TIME TO TAKE ON A COLLABORATION LIKE THIS?
“I was so happy to be asked to collaborate with H&M. It was such a pleasure to take the opportunity to look back at the work I have done over the past 12 years, and to re-examine the different themes and ideas. I loved the chance to consider my work in a new way, and to create a completely fresh collection.”
WHAT WERE SOME CHALLENGES THAT CAME WITH CREATING A LINE AT A MORE AFFORDABLE PRICE POINT?
“When I agreed to collaborate with H&M, I was determined that there would be no compromise. Everything that I design must have the same quality, attention to detail and beautiful finish. It was amazing to introduce H&M to some of the small independent mills that I work with, and to use their fabrics in this collection. There’s something wonderful about H&M working with such an iconic fabric as Harris tweed for the very first time.”
HOW DO YOU FEEL ABOUT REACHING AN AUDIENCE THAT MAY NOT HAVE HEARD OF YOUR BRAND BEFORE?
“To be honest I still haven’t come to terms with the scale of what we are doing. The idea that people who don’t know what I do will become familiar with my work feels extraordinary. It feels very democratic to be able to share this collection with so many people around the world, and I can’t wait for everyone to have the chance to wear it in their own way.”
PHOTOGRAPHED BY KENJI ONGLAO STYLED BY LORIS PEÑA WORDS BY NIKKI SANTIAGO-RIVERA
THIS PAGE: Dress, P6990; shirt (worn underneath), P5490; pants, P4490; socks, P1690; pumps, P9990; all ERDEM X H&M, H&M, SM Mega Fashion Hall. OPPOSITE PAGE: Hooded sweatshirt, P4490; embroidered dress, P10,990; purse, P13,990; all ERDEM X H&M. Produced by Loris Peña. Makeup by Pam Robes. Hair by Jan Edrosolan. Model: Aliya A. of Women’s Folio. Stylist’s assistant: Ning Nuñez. Shoot assistant: Teresita Gabat. Shot on location at Kapurpurawan Rock Formation, Ilocos Norte. Special thanks to Aian Raquel of the Ilocos Norte Tourism Office