Swedish fast-fashion retailer H&M has announced London-based label Erdem as its collaborative partner for its annual designer collection, which will roll out this year on November 2, 2017. Having worked with labels including Balmain, Alexander Wang and Lanvin in the past, Erdem is much lower profile than typical. And while the label may not be as splashy, the collection should still pack plenty of punch.
Led by label founder Erdem Moralioglu, the 12-year-old label is known for being staunchly independent and until now has resisted collaborative offers.
In the case of H&M, Moralioglu said he was intrigued by the idea of entering uncharted waters. “Like, it’s my first menswear,” said Moralioglu in an interview with Vogue. “And the menswear informs the women and vice versa. I’m thinking of my sister wearing a tweed jacket over a tea dress and trainers. And what our parents were wearing when they met in the ’60s.”
Part of the appeal for Moralioglu was also working with accomplished film and fashion director Baz Luhrmann, who was brought on to direct the video campaign for the collaborative effort.
Erdem is known for a dressier look that is still relaxed and sexy with a vintage appeal. Prints, especially florals, are always a big design statement for the label and it looks like they will be a big element in the collaborative collection. The video teasing the collection also includes a leopard print coat, which looks divine.
Check out the video introducing the collection below.