Fast-fashion retailer H&M and London-based Erdem have revealed a Michal Pudelka-shot lookbook featuring their November collaborative collection.
Among H&M’s 17 collaborations (which include Alexander Wang, Kenzo, Balmain, Maison Margiela, Stella McCartney and Isabel Marant among others), this one is the Swedish chain’s most romantic collaborative effort to date.
Offering include multiple dresses,including a ball-gown, plus slip dresses, Victorian lace blouses and pajama sets, all often detailed with and ribbons and stones and offered in a black fabric featuring designer Erdem Moralioglu’s signature wildflowers. There is also a men’s collection, which includes Fair Isle sweaters plus formal suits and wool coats.
Discussing the collection with H&M, Moralioglu said it was very much inspired by memories of the TV shows and movies he watching growing up. “It’s also inspired by much of my youth, from the English films, ’90s TV shows and music videos I grew up watching to memories of the style that defined members of my family,” said Moralioglu. “Taking from these inspirations, I imagined a group of characters and friends off to the English countryside for the weekend. There’s a real play in the collection between something decidedly dressed-up and equally effortless.”
Prices range from $28 for a men’s tie up to $350 for a men’s wool coat.
The H&M and Erdem collection will be available on line and in select stores globally, starting on November 2, 2017.
