WELCOME TO REDDHAM GARDENS
“...where it’s always spring,” teases Baz Luhrmann in ‘The Secret Life of Flowers, his new film for the H&M x Erdem collaboration.
Abotanical garden blooms eternal in the creative universe of Erdem Moralioglu, only becoming more trimmed, even more resplendent in the past decade. For this anticipated worldwide exclusive collaboration with the Swedish fast fashion giant — and the Montrealborn, Birmingham-raised designer’s first ever, one that he intentionally held out for — he turns back the clock, back to his youth where the garden has overgrown into an English countryside mansion. To Erdem, the codes of buttoned-up dress, lace and tulle and impeccable tailoring are a means of rebellion.
Think ball gowns and blouses in precious fabrications like snowdrop jacquard and guipure lace; ribbons, bows and pearls strewn across the women’s line down to the drop earrings and handbags, not unlike the costume design in period English films that set his imagination wild as a child. Expanding his process with his first-ever foray into menswear, the tailored treatment is one of drama and romance, like that of his father’s coat draped over his mother’s shoulders, worn with the cool attitude of ’90s English TV and music videos: pajama dressing, suits and winter coats in herringbone, tweed, or a faint windowpane check with a ticket pocket, topped off with the addition of casual wear in the perfect logo hoodie to floral leather sneakers. Mark your calendars for Nov. 2.