Fast fashion retail giant H&M is collaborating with London-based fashion designer Erdem Moralioglu of the covetable label, Erdem. The new collection, comprising romantic womenswear pieces and accessories, will hit select H&M stores in 22 countries worldwide and hm.com by November this year. The most exciting element of the collection would be a menswear assortment, a segment which Erdem has never tapped before.
A graduate of the Royal College of Art, Erdem is an astute storyteller and has worked along the similar lines of design inspirations for his collaboration with H&M, one of the leading fashion brands known for ‘trendy’ pieces rather than ‘classic’ styles.
Ann-Sofie Johansson, H&M’s Creative Advisor exclaimed, “From the moment we started talking with Erdem about the collaboration, I was captured by his vision. For ERDEM x H&M, he has created an enchanting world full of beauty, delicacy and rich details. These are special pieces you will want to wear forever.” Additionally, the fashion brand has brought on board Baz Luhrmann, known for directing popular films like The Great Gatsby and Romeo + Juliet, to create a teaser for an official announcement about the collection with Erdem.
This collaboration just adds another feather to H&M’s hat which has also partnered with high-end designer labels like Balmain, Rei Kawakubo and Jimmy Choo to bring luxury names at takeaway prices to its mass clientele.
Just like its previous fashion collaborations with mega fashion partners have always sold like hot cakes, the H&M x Erdem collection is also highly anticipated among the brand’s fashion forward client base.