"I was determined that Erdem x H&M would be the most beautiful collection, of the most amazing materials, details, and finishes," says designer Erdem Moralioglu. "I wanted this to be a collection that was truly focused on the pieces, to make something timeless in such a transient age."
In July 2017, H&M announced that British brand Erdem would be next in line of high-end collaborators to partner with the fast-fashion retailer. Details surrounding the partnership were kept secret, revealing only that florals and lace will be staples in the collection as they are within Erdem's DNA. It was also revealed of an additional collaboration with famed filmmaker Baz Luhrmann who would be creating a mini-movie about the Erdem X H&M collection.
The Erdem collection hit H&M stores worldwide on Nov. 2nd with 83 pieces of womenswear, menswear, accessories and shoes. Erdem pointed out that the women in his life - mother, sister, were the inspiration for this collection. Prices range from $29.99 - $299.00 As promised, dreamy and elegant florals have blossomed throughout most of the pieces, including florals on the shoes. Also, expect to see tailored coats, chic handbags and something quite new for Erdem that is sure to be a huge hit with the H&M customer, the hoodie.
Baz Luhrmann has set the tone of the Erdem X H&M collaborative collection with an ethereal short film that tells a youthful story of romance, mystery and a love triangle. The film, titled, “The Secret Life of Flowers” features the Erdem collection in a visually captivating set.
“I wanted the film to be like a whole movie. It’s a very modern love story, set in a country house that is full of its own secrets and it’s like a metaphor for our times - it’s harsh out there in the world, but in here, the things that really matter keep growing in an eternal spring,” says Baz Luhrmann.