A few months ago, H&M announced its annual designer collaboration. This year, the Swedish fashion giant is teaming up with Erdem. Erdem is a British fashion force to be reckoned with. It’s famous for its distinct take on dark, floral romance and its remarkable attention to detail. With this Erdem x H&M capsule collection Erdem Moralioglu, head of design, introduced his vision of beauty and positivity, with escapism as the main theme. In comparison with the last few designer collaborations -like Balmain, Kenzo or Alexander Wang-, the London-based brand is less known to the mainstream fashion lovers. Which can be a good thing.
Instead of designing a collection that looks like a caricature of the brand’s high-end line, Erdem really took the time to create a strong collection on its own. That, for us, is the thing that makes this designer collaboration stand out from the others. Moralioglu included the brand’s identity into this collection, such as the floral prints – florals for fall, groundbreaking – and its timeless style.
It’s also the designer’s very first time designing a menswear collection. For his first time, he really did well and delivered an epic line of menswear garments for the Erdem x H&M collaboration. He got our men’s fashion editors excited, which doesn’t happen a lot.
The Erdem x H&M editorial
For now, scroll through to see our escapist take on the Erdem x H&M collection. We took Erdem’s creations including his lace tops, floral garments, grey suits and more for an escape à la Enfnts Terribles. For this editorial, we mixed up British classics by putting them in an underground setting. We shot this at one of Antwerp’s coolest clubs of the moment, Contrair. On top of that, we added playful details. Do you notice the old analog camera and the doll? They’re a reference to memories from our childhood, our infancy. And also, the reason d’être of the production and styling.
Have a look at our take on Erdem x H&M below. The entire collection will be for sale in selected H&M stores and online, on the 2nd of November.
Look 1. Full look: Erdem x HM
Look2. Knit sweater: Erdem x HM / Trousers: Erdem x HM / Scarf: Baum Und Pferdgarten / Shoes: Salomon via Zalando
Look 3. Shirt: Erdem x HM / Overall: vintage
Look 4. Suit: Erdem x HM / Glasses: Prada
Look 5. Scarf: Erdem x HM / Backpack: Erdem x HM / Trousers: Erdem x HM
Look 1 (cover). Dress: Erdem x HM / Chain: Swarovski
Look 2. Blouse: Erdem x HM / Skirt: aum Und Pferdgarten / Boots: Michael Kors via Zalando / Cap: vintage
Look 3. Suit: Erdem x HM
Look 4. Dress: Erdem x HM / Boots: HM fall collection
Location: Contrair Antwerp