Soon the long wait will be over, and fans of fashion will be able to buy the exclusive new H & M collection produced in collaboration with the designer ERDEM.
News of this exciting collaboration first came in July when it was announced that the next exclusive designer collection for H & M would be created in collaboration with the London luxury designer Erdem Moralioglu. This collaboration is the first time in eight years that H&M has partnered with a British fashion designer. Previous brands to have partnered with H&M on wildly-successful, sell-out collections include Versace, Alexander Wang, Marni, Karl Lagerfeld and Lanvin.
Clearly, H&M has partnered with great talent in the past, and this newest collection only continues that history of quality. Designer Erdem Moralioglu is easily one of fashion's most romantic creators with an imaginative and captivating vision that has won the accolades of the A-list. His inspired dresses are red carpet favourites and have been worn by stars such as Emma Stone, Ruth Negga, Keira Knightley and Nicole Kidman.
For H & M, the designer has not only designed a unique collection for women, but also he is breaking new ground in his personal creativity by designing a collection for men for the very first time.
For this collection, the designer was inspired by his family and by the concept of beauty. By combining his creativity with historical references and personal stories, Erdem crafts a beautiful tale into every piece of this latest collaboration.
According to H&M Magazine, this project is a chance for him to look back over his career since he first launched his label in 2005. “It was fun to reflect on what I’ve done over the past twelve years. I was so excited! It's such an honour to join the group of designers who have collaborated with H&M,” he said.
Erdem’s collaboration with H&M, which evokes a feeling of old-English charm, arrives in the shops of almost 70 countries and online on Thursday, November 2nd. The Erdem x HM collection includes casual pieces, such as a logo-emblazoned grey hoodie, and, in the designer’s first ever menswear pieces, a floral-printed army-green nylon rucksack. The highest-priced pieces like checkered, double-breasted overcoat, floral patterned pajama shirt, boots with flower pattern, Victorian blouses and glamorous dresses are produced in very limited numbers and are likely to have stock of only 10 or 20 each per store.
For the teaser video, which debuted at the announcement of the collaboration in July, H & M and Erdem enlisted the help of the "The Great Gatsby" director Baz Luhrmann. “I am so excited to be working with Baz,” Erdem said for Bazaar Magazine. “He truly is one of the greatest storytellers of our time. I’ve loved his films from the very beginning.” Through this short film, Moralioglu wants to show you his world through his eyes.
There is not only a beautiful floral arrangement but also certain demands on the quality of its designs, from cuts to packaging. "I liked the idea of creating a collection that you would be almost surprised to hear where she is from." And indeed: the soles of the boots are from the British tradition brand Dainite, the mantle of the men's collection consists of Harris Tweed, which is hand woven on the Outer Hebrides of Scotland.
For Erdem, this collaboration is a fantastic experience that will allow people from all over the word of different backgrounds, and different generations to wear his collection. For us, it is a chance to get some beautiful new pieces to give our look a touch of old-English charm. We just can’t wait for it!
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