For more than a decade, we’ve been looking forward to hearing news from H&M around this time of the year. It all started with the Karl collab in 2004 and this year Erdem is picking up the torch. A rather unexpected choice after big names such as Isabel Marant, Alexander Wang, Balmain and Kenzo. Erdem is definitely less known to the wider public. But this might just make things more interesting.
Erdem Moralıoğlu is a Canadian / English / Turkish designer based in London. He’s well known for his high end romantic and feminine collections. The luxury label is sold in the most prestigious stores around the world. And regularly worn by famous actresses like Cate Blanchett and Marion Cotillard, amongst others.
So if you’re hoping to see oversized hoodies and ripped jeans we’ll have to disappoint you. There’s a 99% chance that the prints will include flowers and the overall image will remind you of a romantic holiday at the English countryside. Erdem doesn’t take you to the streets but makes you long for nature instead. Honestly, we might need a little getaway after the overdose of sweatshirt fabrics.
There’s also good news for the boys. However his own collection is designed for women, there now will be a menswear part too.
H&M just dropped an exclusive preview this afternoon. None other than Baz Luhrmann created the first teaser video. It’s mind-blowing as always. Also the two first looks were posted on the label’s Instagram account. A look with flower print dress for the girls and a PJ style outfit for the boys, very Upperclass English. We can’t wait to discover more.