Following in the footsteps of Balmain, Isabel Marant and Kenzo, London Fashion Week favourite Erdem is the latest brand to join forces with H&M for a cross-over collaboration, set to arrive in stores on 2nd November 2017.
While further details of the scope and scale of the collection are yet to be released, the high-street store revealed that Erdem will be playing with themes from some of his most celebrated collections to date, riffing on the embellishments, floral prints and intricate textures that have become synonymous with his name. As well as womenswear, the Erdem x H&M collaboration will feature a menswear element, a first for the designer.
Since launching in 2005, the RCA graduate’s catwalk shows have become one of London Fashion Week’s hottest tickets. Erdem is the designer of choice for tastemakers such as Alexa Chung and Keira Knightley, and has become a go-to for both the Duchess of Cambridge and her younger sister Pippa.
To bring the collection to life, H&M and Erdem worked with filmmaker Baz Luhrmann (of Moulin Rouge! and Romeo + Juliet fame) who brings his instantly recognisable aesthetic to a campaign film, teased in a short clip revealed today.
‘I am so happy to collaborate with H&M, and to explore my work on a whole new scale including a menswear collection which I have never done before. It’s also such a thrill to work with Baz Luhrmann, one of the most important storytellers of our time,’ the designer said.
Erdem with Baz Luhrmann and H&M's Ann Sofie Johansson
‘For me, fashion is always about more than just clothing, it is a form of expression – a standalone art form,’ added Luhrmann. ‘I am excited to be collaborating with Erden and H&M to reveal the story of this unique collection.’