A Beautiful World of the Delicate Mixed With the Bold: ERDEM x H&M
Luxury London-based womenswear brand ERDEM just got a lot more accessible to everyone on a budget with their upcoming designer collaboration with H&M. Full of floral pieces that are intricate and feminine, the brand is a favourite of celebrities worldwide. When designer prints meet H&M prices, you surely won’t be able to pick just one favourite piece!
The brand was established in 2005 in London by designer Erdem Moralioglu, who had quite a history in the fashion world. He started his career interning at Vivienne Westwood’s London office, then continued his education after receiving the Cherening Scholarship at the Royal College of Art. After graduation, he traveled to New York to intern with Diane von Furstenberg in 2004. The rest is history: the brand quickly made a name for itself, making its debut at London Fashion Week’s Fashion Fringe. The collection was shown featuring gorgeous floral prints and romantic styles, and it was received extremely well.
Fashionistas flock to the brand for playful prints and flowing fabrics that are easy to wear. A number of notable celebrities have worn items from the brand over the years, including Alexa Chung, Cate Blanchett, Emma Watson, Felicity Jones, and Nicole Kidman. However celebrities aren’t the only ones who have fallen for ERDEM’s stunning and feminine pieces. It also has the love and support of other major players in the industry as well. Vogue editor Alexander Shulman once said of the designer, “He makes beautiful clothes that already have a recognizable stamp that is his alone.”
While we’ve only seen a sneak peek of the collection, we can assume it will be full of gorgeous and unique florals. Flowers tend to be a favourite print for many brands season after season, so it’s important to create patterns that can stand out from the rest. Moralioglu has discussed his desire to create a selection of pieces that will outlast the passing trends and stay relevant for years to come. “I’m fascinated with things that you can’t tell if they’re 50 years old or 100 years old or completely new,” he said. “It’s so interesting to create pieces that look timeless, even if they’re created digitally and are totally new.”
He designs with women in mind, focusing on making them look beautiful above all. “I never think about what’s sexy,” he told Australian Vogue. “I don’t agonize over whether her bum will look big in something. I focus on the silhouettes and the proportions and hope that takes care of everything.”
The collaboration between ERDEM and H&M is highly anticipated by much of the fashion industry, as it is following a number of high-profile designers who have done the same in years past. The first designer collaboration H&M came out with was with Karl Lagerfeld in 2004, and the tradition has continued year after year. A few other favorite past collaborations included Comme des Garçons (2008), Lanvin (2010), Alexander Wang (2014), Isabel Marant (2013), and Balmain (2015).
If you want a sneak peek of the upcoming collection for fall, check out the teaser video from ERDEM x H&M. While it may only show scenic views of well-dressed people running through gardens wearing flirty florals and nicely tailored suits, you’ll get a great idea of the vibe of the upcoming designs. We can’t wait to see the full line!
Shop the collection starting November 2 in select stores.