It's a little later in the year than normal, with H&M usually announcing its designer collaborations in late spring/early summer, however yesterday they announced what we've all been waiting for. At mid morning H&M released a short teaser video and press release to announced its collaboration with designer brand Erdem, and the internet gossiped with delight for the rest of the day! This year, as H&M revealed its collab a little later than usual, I'd been speculating on whom they'd team up with. With a reputation for picking a relevant designer for the fashion feeling of that moment, I put my brain into overdrive, pitching designers to myself of whom I think they could team up with, yet I found it impossibly hard to come up with a viable option but as soon as I saw it was Erdem, I instantly thought it was perfect... if not unexpected!
“I was so excited! It's such an honour to join the group of designers who have collaborated with H&M.” - Erdem Moralioglu
Who is Erdem?
Erdem is a brand established in 2005 by designer Erdem Moralioglu, known for exquisitely romantic and ethereal garments and beautiful floral prints. Erdem is one of fashion's most romantic creators, whose beautifully crafted pieces celebrate the power of beauty by exploring historical references and personal narratives with floral prints at the heart of his collections. The dresses he creates are known for being favorites of stars such as Emma Stone, Keira Knightley, Nicole Kidman and the Duchess of Cambridge. Erdem Moralioglu is a Canadian and a Turkish fashion designer. He was born in Montreal, Canada and earned a B.A. in fashion from Ryerson University in Toronto and then worked as an intern for Vivienne Westwood. Erdem moved to London in 2000 to study fashion at the Royal College of Art. Upon receiving his master's degree in 2003, he proceeded to go onto closing the 2003 RCA show with his graduate collection and he then moved to New York where he worked alongside Diane von Furstenberg before relocating back to London to launch his own label, ERDEM, in 2005.
What are we to expect?
The Erdem x H&M collection will feature a full wardrobe of his famously feminine womenswear, an accessories line and, for the first time ever, a collection for men. The full collection is still a secret which won’t be revealed any time soon, but the teaser video suggests romantic & flowy floral prints (as expected) and relaxed formal styling. A one to watch come November 2nd!
“I can tell you about one of my inspirations… there’s a video by Bruce Weber for the Pet Shop Boys song Being Boring that I’ve always loved. 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 Moralioglu (photo below)
The Erdem x H&M collection is due
to launch on November 2nd online and in stores across the globe, below is the teaser video presented by H&M. A visionary film directed by Baz Luhrmann which helps bring the collection to life through his unique storytelling, presenting a romantic scene with floral formals set in grand surroundings. I must admit, the video made me excited to see what the collection has to offer.
“It’s very personal… The collection reinterprets some of the codes that have defined my work over the past decade. It’s also inspired by much of my youth, from the English films, ’90s TV shows and music videos I grew up watching to memories of the style that defined members of my family. Taking from these inspirations, I imagined a group of characters and friends off to the English countryside for the weekend. There’s a real play in the collection between something decidedly dressed-up and equally effortless.” - Erdem Moralioglu
Erdem is known for his craftsmanship, which he is bringing to his H&M collaboration. “It’s all so beautifully finished,” he says. “It’s the way I approach every collection, turning it inside out and making sure that every detail is perfect.”