fashion • 18 Jul, 2017
H&M x Erdem Collaboration Announced
Fashion Giant & London Label launch collection with Baz Luhrmann-directed teaser
The on-the-move fast-fashion multinational H&M have announced a collaboration with Erdem. The London womenswear brand was founded in 2005 by Royal College of Art graduate Erdem Moralioglu — a designer renowned for his use of prints, fine details, and experimental textiles.
Digital fashion bible the BoF said his recent A/W launch in Istanbul (his father is Turkish, his mother English) was ‘a shimmering fashion mirage with traditional English florals and Ottoman miniatures mixed in hallucinatory layers on panne silk’.
Only a week ago we reported on the H&M A/W showcase for their exclusive Studio Line label. And in November last year we first told you the Swedish giant would be opening up here in our hometown sometime in autumn 2017.
The ever-active company’s talent scouts were naturally attracted to Erdem’s growing reputation and recent awards — he claimed the 2015 Fashion Council Designer Award and the 2016 Fashion Group’s International Fashion Star Award among other accolades.
Understandably enthused about this latest announcement, Erdem said, "I am so happy to collaborate with H&M and to explore my work in a whole new scale including a menswear collection, which I have never done."
Added to that, H&M’s pulling power means they’ve been able to lure director Baz Luhrmann (of Moulin Rouge, Romeo + Juliet and The Great Gatsby notoriety) to shoot the campaign’s promotional shorts prior to the November 2nd launch.
Watch Baz’s work below.
Words by AA