Erdem x H&M
The famed London-based label is next in line to collaborate with the mega-brand
Erdem’s trademark floral frocks and romantic detailing will be available for the taking on 2nd November as its much-anticipated collaboration with H&M hits UK stores. Since launching in 2005, Erdem has garnered a devoted following among red carpet favourites such as Nicole Kidman and Keira Knightley, as well as London Fashion Week’s A-list. Now the label, headed by Royal College of Art graduate Erdem Moralıoğlu, offers its lace-trimmed dresses, pussy-bow blouses, tailored suiting, leopard print coats, silky pyjama co-ords and sumptuous knits to the high street.
The collection takes inspiration from the scenic English countryside, refashioning the brand’s famously flower-inspired aesthetic into beautifully crafted, affordable pieces. The collaboration also sees Erdem’s first menswear collection in addition to womenswear and accessories.
“The collection reinterprets some of the codes that have defined my work over the past decade,” says Moralıoğlu. “It’s also inspired by much of my youth, from the English films, 1990s TV shows and music videos I grew up watching, to memories of the style that defined members of my family.”
A short film by Moulin Rouge! director Baz Luhrmann narrates Erdem’s H&M debut – a love story set in a crumbling manor house bursting with foliage and beautiful people. Watch it to spy some of the most sought after styles:
Prices start at £29.99 and can be purchased both in-store an online from 2nd November.