Since Swedish high street retailer H&M teamed up with yet another top fashion house, Erdem, we couldn’t resist taking a deeper look into what this edit will offer both high street shoppers and fans of high fashion.
“I am so happy to collaborate with H&M, and to explore my work on a whole new scale including a menswear collection which I have never done before” – Erdem
Creating some of the most romantic pieces for his clientele, London-based Erdem Moralioglu will reinterpret the themes from some of his most renowned collections. Focusing on textiles, prints and intricate craftsmanship that Erdem is established for, the edit will include accessories, womenswear and menswear which will be a highly anticipated first for Erdem.
So what can we expect?
Whilst we’ve only been provided with snippets of information about the collection which is set to be released in Autumn, we can take a look at his most recent 2018 resort collection for some ideas. As well as his 2017 A/W catwalk runway that February LFW presented for us.
‘I’m fascinated with things that you can’t tell if they’re 50 years old or 100 years old or completely new.’ – Erdem
Stand-out styles that we can look forward to seeing in this new collection could be prominent coats, governess-style dresses, combinations of both Erdem’s Turkish and British heritage and a whole lot of velvet. Floral is also likely to be injected within the pieces, as the designers passion for these prints are continuously demonstrated by our favourite celebs on the red carpet.
‘Whenever I start a collection, I try to understand who the character is that season, what she thinks, who she is.’ – Erdem
Timelessness is also a factor we can expect to see, as well as character story-telling and inspiration from the Bruce Weber video for the Pet Shop Boys ‘Being Boring’.
‘It’s about a group of young people at a country house mansion. It’s that idea of a country getaway with boys and girls dressing up and playing with their look, with girls in ball gowns and sneakers, and also sharing a wardrobe with guys.’ – Erdem
To bring the collection to life, who better than to do so than the iconic film maker Baz Luhrmann. His talent for expressing emotion and delivering a story through his films is real and this film is set to be no different.
‘For me fashion is always about more than just clothing, it is a form of expression – a standalone art form.’ – Baz Luhrmann
‘I am excited to be collaborating with Erdem and H&M to reveal the story of this unique collection.’ – Baz Luhrmann
Erdem and Luhrmann themselves both share our excitement for what’s to come.
‘It’s also such a thrill to work with Baz Luhrmann, one of the most important storytellers of our time’- Erdem
So why H&M?
Erdem is not the first exclusive designer house who have chosen to boss the high street with H&M by their side, with the likes of Karl Lagerfeld, Maison Margiela, Versace, Isabel Marant, Lanvin, Balmain and most recently Kenzo doing so previously.
Having this collection available along the high street will allow designer fanatics to experience the world of Erdem for themselves, but at a fraction of the cost. And with Erdem’s dresses being firm red carpet favourites and items usually selling from around $495 to $4,000, there’s no question this will go down well with fashion fans.
This has been a popular strategy not only within the fashion industry but the beauty one too as Balmain and L’Oréal are also set to fuse universes.
Across a global scale – the easy access to H&M is another one of Erdem’s motivations behind the collab. He feels the democracy of offering ‘what you do to so many people in so many different countries’ is one of the best aspects of this journey. And with previous designer and H&M collections, stores have seen queues around the world the night before the drop, so there’s no denying that this edit will be a hit.
Keep a look out for the collection to be unveiled on November 2nd. We will have our eyes peeled.
What are you hoping to see within this collaboration?
Text: Lizzie Moxom
Images: Vogue, H&M Magazine, Wallpaper, H&M