From Lagerfeld to Margiela, H&M has always had their sights set on partnering with the best of high-end designers, all for their annual year-end collection that best showcases the designers’ trademark aesthetic — this year’s partnership with London-based label Erdem is no different. Immediately, you’ll recall the dreamy florals and romance that imbues designer Erdem Moralioglu’s creations, complete with the expert craftsmanship on his prints and textiles, so of course the H&M collection doesn’t venture far from that. It’s that point of view that makes the collection unique after all, and now, we’re finally getting a full look at the entire collection. Feast your eyes!
The lookbook photos are certainly stunning, created by acclaimed photographer Michal Pudelka to reflect an element of surrealism, while having the models look like they’ve become part of an oil painting. Moody yet alluring, they also happen to be shot at the same country house where the campaign photos and the Baz Luhrmann-directed short film was filmed. That the clothes feel like they belong to the English pastoral countryside is no coincidence — the ERDEM x H&M collection is one that connects to the designer’s youth, all about romantic dresses or gowns with unexpected tailoring elements, all tied together with his vision of a dream countryside getaway.
There are statement pieces — a high-necked lace dress with georgette pleated ruffles, or a voluminous skirt with a wildflower print that you’ll immediately want to own — and then these similar elements of the floral prints, either a beautiful snowdrop print against black silk or lace, or multi-coloured wildflowers on jacquard — on more casual attire, including pyjama tops and pants. We’re also particularly drawn to the ruffles and pleats that define the collection, or the black grosgrain ribbon ties that afford the collection its girly feel.
Interestingly enough, there also tailoring elements to the collection, seen in a fitted herringbone blazer paired with matching pants in a flared cut, while the men aren’t left out too. This is, of course, the designer’s first foray into menswear, and it’s not a bad attempt really. You’ll see the same love for flowers on silk shirts and the the like, alongside sharp tailoring on the suits and winter coats that remind the designer of his dad’s wardrobe.
Then again, you could also be looking for something simple to tide over this sudden craving, which is why the ERDEM x H&M also sees items that are less fancy, and less fancy-priced, though still as stylish. These timeless pieces range from cable-knit sweaters, inspired by those won in Twin Peaks, to a crisp cotton poplin shirt or lace blouse with a black grosgrain trim colour, and even floral print t-shirts.
We can also see the accessories being snapped up in no time — especially this slip-on sneaker in the same bright floral jacquard and our current lust item, a pair of leather biker boots printed with the snowdrops print. Two bags in particular stand out too; one, a croc-print frame handbag embellished with 60s-style jewels, or an unusually-shaped baguette bag for the evening. Along with floral scarves and earrings, there are really a lot of items we’re already adding to our shopping list, and you know what, you’ve got two weeks to save up before the collection drops on 2 November. Plenty of time!! (Nope, we’re not laughing nervously at all).
The ERDEM x H&M collection, from $34.95 for stockings to $449 for a lace dress, will be available in H&M Orchard Building and ION Orchard, as well as on hm.com, from November 2.
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