ERDEM is a British brand, the beautiful brainchild of fashion designer Erdem Moralioglu. Of Turkish and Canadian descent, Erdem made a name for himself with his feminine, floral prints and gorgeous red carpet gowns, made out of his Bethnal Green studio. Erdem himself says, 'I am so happy to collaborate with H&M, and to explore my work on a whole new scale, including a menswear collection which I have never done before.’
The collection looks to be everything Baz Luhrman's enigmatic July trailer promised - you don't have a country house and a Great Gatsby director involved unless you're planning on injecting your collection with a bit of grandeur.
The line is a heady mix of patterns, prints and era aesthetic. The menswear collection - an Erdem first - is a playfully diverse testament to the designer's love affair with florals. Flowered statement hoodies, shirts, T-shirts, and backpacks sit beside crisply tailored suits in deep navy, richly coloured jumpers, and perfectly cut leather slip ons - effortlessly moving from leisurewear to formal attire.
The womenswear line, meanwhile, has a distinctly Victorian feel to it; high-necks of dark lace, heavy silks and jacquard, and the signature wildflower blooms typical of Erdem. Highlights include the leopard-print faux-fur coat for £149.99, the full length sequinned slip dress for £149.99, the poppy-and-wildflower coat for £139.99, and the snowdrop-embroidered ballgown of heavy jacquard retailing at a cool £149. These designs have elevated simple tailoring and sober colours to create a whimsical autumn collection bursting with energy and colour - we know what we want to be wearing this season!
Previous H&M collaborators have included Kenzo and Balmain, and some collections have sold out in mere minutes.
As usual, the big question is: how do you buy the pieces before they all sell out? Like last year, the collection will be on sale online as well as in selected stores. Our guess is that, whilst the flagship store on Oxford Street will have major queues, there will be other venues with less of a wait. (High Street Kensington and Covent Garden have, historically, stocked H&M's fashion collaborations and are typically quieter).
We don't have the full list of stores yet, so watch this space.
ERDEM x H&M will go on sale on 2 November on hm.com and at selected stores
| What | ERDEM x H&M collaboration |
| Where | H&M, 174-176 Oxford Street, London, W1D 1NX | MAP |
| Nearest tube | Oxford Circus (underground) |
| When |
On 02 Nov 17, 9:00 AM – 6:00 PM |
| Price | £££ |
| Website | Click here to shop H&M online |
