The Erdem x H&M Line Is Almost Here & It's Everything

September 25, 2017 by Samantha Peters
shefinds | Fashion

H&M is no stranger to collaborations with designer labels (think Balmain, Jimmy Choo, and Rei Kawakubo), and now the mega retailer is adding celebrity-favorite Erdem to its list. Although the collection won’t be available until November, the brand recently released an ad on its Instagram to give us a sneak peak of the new collection. And needless to say, we’re already obsessed.

The scripted mini-movie is directed by Baz Luhrmann, the creative mastermind behind Moulin Rouge and the Great Gatsby, and features a visually opulent portrayal of all the new wears. In true Erdem fashion, the collection will include elegant floral patterns, ribbon-trimmed gowns, and tons of ladylike handbags. And that’s not to mention the array of stunning coats (was anyone else drooling over that lush leopard print number??) that we glimpsed on the models frolicking around a seemingly abandoned mansion.

“The collection reinterprets some of the codes that have defined my work over the past decade,” Moralioglu said in a press release. “It’s also inspired by much of my youth, from the English films, ’90s TV shows and music videos I grew up watching to memories of the style that defined members of my family. Taking from these inspirations, I imagined a group of characters and friends off to the English countryside for the weekend. There’s a real play in the collection between something decidedly dressed-up and equally effortless.”

The Canadian born, London-based designer has been a force in the fashion world since founding his brand in 2005, earning the Vogue/British Fashion Council Designer Fashion Fund Award and this year’s Canadian Arts & Fashion International Canadian Designer of the Year Award, among other accolades. And if the trailer is any indication, his new line for H&M is sure not to disappoint. In fact, it’s set to make high fashion-esque garments accessible to a wide audience.

“Seriously, though, I’ve seen it as something which is the opposite of what you’d associate with fast-fashion,” he told Vogue. “I want it to be pieces you’ll be wearing in 10 years time, as women do with my own clothes.”

What’s more, the collection will also feature a menswear collection – a first for the designer. As reported by GQ, some of the options will include expertly tailored suit jackets and pants, as well as fun floral hoodies.

“There has to be an easiness to menswear, and a sense of reality,” Moralioglu also shared in the press release. “I’m so happy with it, and I think so many women are going to love the men’s collection too.” So consider the new collection your one-stop for all your holiday shopping needs!

Erdem x H&M will officially be available in select stores and online starting Nov. 2. We can’t wait to get our hands on all the beautiful garments!

In anticipation of the release, make sure to check out all our amazing styling tips for the season, including how to wear fall hats and how to style an oversized shirts five ways. Plus, you can watch the full teaser trailer here:


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