Watch out! H&M and the London label Erdem are starting a designer cooperation
Erdem Moralioglu is known for exquisite romantic clothes and beautiful floral prints. Since November 2nd, the exclusive collection of H&M and the London design label Erdem will be available in selected shops as well as online.
Hollywood director Baz Luhrmann directs the accompanying campaign film. Luhrmann is one of the most important Hollywood directors. Among others, he is known from films like “Moulin Rouge” or “The Great Gatsby”. A first look at the collaboration with Erdem is given by H&M in a teaser video.
“I am so happy to work with H&M and discover my work on a whole new level. This includes a collection for men – a first-time experience for me. And it is enormously exciting to work with Baz Luhrmann, one of the most important storytellers of our time”, says Erdem.
For a long time, everything about the designs for H&M was top secret. What was always certain, however, is that they would reflect Erdem’s aesthetics: romantic, elegant, dreamy and yet quite modern. It is very personal because the collection represents a reinterpretation that has shaped his work in the last ten years. In addition, the design is inspired by his youth, the English films, television series and music videos of the 90s.
Besides that, there is another premiere: Erdem has also designed a men’s collection for the first time during the H&M cooperation. For this he had been inspired by the wardrobe of his parents from the 1960s.
Source of cover image: H&M / Michal Pudelka