H&M x ERDEM is coming your way


H&M just announced its next exclusive design collaboration: The global mega-retailer is teaming up with Erdem, the London-based designer that dressed celebrities such as Kate Middleton, Gwyneth Paltrow, Reese Witherspoon, Emma Stone and more.

Acclaimed Filmaker Baz Luhrmann, best known for big-screen hits like The Great Gatsby (2013) and Romeo + Juliet (1996) and most recently Netflix hip-hop drama The Get Down, has been tapped to bring the collection to life through what are sure to be stellar visuals.

"From the moment we started talking with Erdem about the collaboration, I was captured by his vision", said Ann-Sofie Johansson, H&M's Creative Advisor. The ERDEM aesthetic has always been a mixture of delicate patterns, structure and bold colours, with a huge emphasis on detail and craftsmanship.

The line will include both men's and women's clothes, which makes the collaboration extra special because it will be designer Erdem Moralıoğlu first men's collection.

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London Fashion Week designer Erdem joins an esteemed line-up of globally significant designers to join the H&M roster. "I am excited to be collaborating with ERDEM and H&M to reveal the story of this unique collection", he said.

You can find the Erdem x H&M collection on shelves and online at H&M starting November 2. It seems Erdem is determined to stick to his timeless style, telling Vogue US, "I've seen it as something that is the opposite of what you'd associate with fast fashion".

H&M executives have previously had success with designer collaborations, with lines created alongside Balmain, Isabel Marant and Kenzo all selling out.