PETALS & PO­ETRY

Er­dem Mo­rali­oglu dis­cusses the dark, cin­e­matic feel of his H&M col­lec­tion in this Pre­view ex­clu­sive.

Preview (Philippines) - - Preview November - CHAP­TER SIX

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.”

THIS PAGE:

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

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