ERDEM Is H&M's Big Collaboration This Fall
July 13, 2017
It's about that time of year when we discover the identity of the designer that H&M has anointed for a pre-Holiday Season publicity blitz, and this time it's Turkish-British-Canadian phenom Erdem Moralioglu (pictured below) whose label ERDEM will get the spotlight with a collaboration collection that will include his first designs for men. As an added bonus, Australian director Baz Luhrmann will be collaborating on the advertising and promotional materials including the evocative announcement video above.
Rather than chasing Instagram glitz or avant garde cachet as it has with the collaboration other years, H&M has chosen to go in a more elegant direction this November. Moralioglu has built a faithful customer base with classical silhouettes married to intricately printed and textured fabrics, often including exuberant floral prints that have succeeded in attracting a broad range of fans with a healthy dose of celebrity red-carpet support. He has quietly made his London-based company a burgeoning powerhouse that claims prized space in stores ranging from mainstream luxury players like Saks Fifth Avenue and Neiman Marcus to highly curated outlets like Dover Street Market. His brand is well positioned to maximize the exposure that the H&M collaboration can bring, though it will be interesting to see how he translates his label's hyper feminine fashion image to menswear. Of what we can expect from the collaboration, Erdem says, “The collection reinterprets some of the codes that have defined my work over the past decade. It’s also inspired by much of my youth, from the English films, 90s TV shows and music videos I grew up watching to memories of the style that defined members of my family. Taking from these inspirations, I imagined a group of characters and friends off to the English countryside for the weekend. There’s a real play in the collection between something decidedly dressed-up and equally effortless”. He also cites the cult-favorite Pet Shop Boys video for the song "Being Boring" directed by Bruce Weber as an inspiration. We have a few months before the first looks for the collection are revealed, but this one is shaping up to be an intriguing team-up for H&M.