After the highly anticipated collaboration was announced in July leaving the fashion world on the edge of its seat, H&M have finally launched their newest designer collection with London based label ERDEM. As seen on the red carpet by the likes of icons such as Emma Stone, Keira Knightly and Nicole Kidman, Erdem Moralioglu’s designs are more high-end than previously seen with the high street store. His own brand, launched in 2005, has grown to become one of London’s most successful, being a particular favourite at this year’s London Fashion Week and winning himself multiple awards. So, what does the collection entail?
The collection features a full wardrobe of his signature, classic femininity womenswear, an accessories line and it also marks Erdem’s first foray into menswear. Sticking to his personal style and quality, the collection is a bit more pricey than previous collaborations, but Erdem wanted to stay true to himself and what he stands for with his brand. The price tag matches the high-end quality of the clothes, defeating the fast-fashion issues often associated with brands like H&M to produce something that will last. Erdem Moralioglu designs are instantly recognisable from signature features that have been there since the very beginning, with his fashion often aiming to connect a narrative through time. Timeless fashion.
He loves to create pieces that are totally modern yet at the same time give the impression that they have existed forever, saying that he is “fascinated with things that you can’t tell if they’re 50 years old or 100 years old or completely new”.
The collaboration with H&M launched on 2nd November and is no exception to the usual standard and exquisite tastes seen in Erdem. The women’s collection combines classic florals, as seen in every single one of Erdem’s collections, and lace detailing while the menswear, something new to Erdem, has a “sense of reality”. Ranging from floor length sleeveless gowns in floral jacquard and classic elegant blouses to wool blend patterned jumpers and checked suit jackets, the collection has something for everyone. The collection manages to incorporate the style of Erdem’s previous collections that they have revisited and reworked to create that old yet new vibe. My personal faves from the collection are the pyjama-esque floral shirts from the menswear (just as fashionably worn by women) and the maxi floral slip dress, perfect over a staple high-neck jumper for the winter months.
Erdem is following in the footsteps of many other high-end labels that have previously collaborated with H&M; Karl Lagerfeld, Versace, Kenzo and Isabel Marant to name a few. And it is collaborations like these which allows fans to own a piece from their favourite house at only a fraction of the price. So while they may still be on the little more expensive side, it’s definitely something worth saving for. Take whatever excuse to treat yourself and shop the collection in selected stores and online from November 2nd.