H&M has finally let the cat out of the bag by announcing their latest designer collaboration with London-based designer Erdem. H&M has been known for partnering with high-fashion brands once every year, from Karl Lagerfeld, Maison Margiela, to Versace. Most recently, we’ve seen the highly embellished and detailed creations of Olivier Rousteing and the striking print-heavy works from Kenzo last year. Unlike the aforementioned brands, Erdem isn’t exactly well-known to mainstream consumers. However, the brand has been a long favourite among celebrities and fashion insiders. It’s the kind of brand where if you know, you know.
It’s eponymous designer, Erdem Moralioglu, is recognised for his deft craftsmanship which saw him creating dreamy floral dresses and romantic pieces featuring dainty ruffles that are feminine yet modern at the same time. For Erdem x H&M, Moralioglu will “reinterpret the design themes from some of his most celebrated collections, playing with prints and textiles”, allowing the brand to expose his works and reach out to a far wider audience.
This will also be his first foray going into menswear, and it is also one of the reason why the designer, who usually works independently ever since the brand’s debut 12 years ago, decided to work with H&M.
While the lookbook is still on its way, a teaser video directed by Baz Luhrmann, the man behind films such as Moulin Rouge and The Great Gatsby, was released upon the announcement, giving the fashion world a look of what’s to come. Set in a botanic wonderland with lush greenery, we glimpse upon a two-piece silk floral pajama suit, floral pleated dresses and a leopard-print coat.
