Erdem X H&M: What to Know

Just 8 months ago, fashion fiends lined up at their nearest H&M to score colorful animal-printed blouses and fur coats from Kenzo’s exclusive collaboration.

The next design house to partner with the fast-fashion retailer, announced today, is London-based Erdem.

According to H&M Magazine, “Designer Erdem Moralioglu is one of fashion’s most romantic creators, whose exquisitely crafted pieces celebrate the power of beauty by exploring historical references and personal narratives.”

The line will include feminine dresses for women, as well as a collection for men.

H&M released a teaser video shot by Baz Luhrmann, who is best known for directing Moulin Rouge. The video features a man and woman running through a scenic garden, changing clothes until they find each other. The man sports several different suits–one floral and one grey–and the woman sports several black dresses containing moody floral prints.

The video portrayed the brand’s romantic, sophisticated aesthetic that is favored by celebrities like Gwyneth Paltrow and Keira Knightley.

We will have to wait for photos of the collection to be released, but we can expect to see florals, which are present in every Erdem line.

The only thing the designer would reveal is his inspiration and the tone of the collection. “I imagined a group of characters and friends off to the English countryside for the weekend,” he told H&M Magazine. “There’s a real play in the collection between something decidedly dressed-up and equally effortless.”

The collection will be available online and in select H&M retailers on November 2.



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