ERDEM x H&M launching 2 November

By revealing that the next designer that H&M is collaborating will be ERDEM, the London-based label, you will know that floral prints will continue to be an important focus come Autumn/Winter 2017.  “I’ve always been fascinated by things that explore femininity,” says the designer, “whether it’s lace or flowers or the aesthetics of beauty.”

H&M creative advisor Ann-Sofie Johansson, designer Erdem Moralıoğlu (in blue), and filmmaker Baz Luhrmann together on location in England.  Image courtesy of H&M.

Designer Erdem Moralioglu is known for his exquisite romantic clothes loved by women and A-listed celebrities for red-carpet moments.  To be launched on November 2 in selected stores and online, the new collection ERDEM x H&M will celebrate the power of beauty by exploring historical references and personal narratives, and feature a full wardrobe of feminine womenswear, an accessories line and, for the first time ever, a collection for men.

H&M has also announced that visionary film director Baz Luhrmann will bring the collection to life through his unique storytelling in the new promotional film.

Erdem was born in Montreal, Canada, to a Turkish father and English mother, a twin with his sister Sara. He moved to London to study fashion at the Royal College of Art in 2000, before launching his own label in 2005.   His label has now grown to become one of London’s most successful, with his shows one of the highlights of London Fashion Week. He’s won multiple awards, including Womenswear Designer of the Year at the British Fashion Awards in 2014, and his collections are stocked in the most prestigious stores around the world.