Back in July this year, H&M revealed its big, exciting news: its next exclusive designer
collaboration will be with ERDEM, the London-based label loved by celebrities
and insiders alike.
Erdem is the newest name to join a long line of successful previous collaborations from Alexander Wang to Versace, Kenzo to Isabel Marant.
Designer Erdem Moralioglu is one of fashion's most romantic
creators, whose exquisitely crafted pieces celebrate the power of beauty by
exploring historical references and personal narratives.
Famed for florals, romance, and needlecraft, the collection is full of party-pleasing dresses, intricate blouses and feminine silhouettes. His dresses are red
carpet favourites, worn by stars such as Emma Stone, Ruth Negga, Keira
Knightley and Nicole Kidman.
ERDEM x H&M will feature a full wardrobe of
his famously feminine womenswear, an accessories line and, for the first time
ever, a collection for men.
In addition, visionary film director Baz
Luhrmann, famed for the likes of Romeo & Juliet, Moulin Rouge and The Great Gatsby, will bring the collection to life through his unique storytelling.
ERDEM MORALIOGLU
Erdem said that this collaboration is a chance for him to look back at his
career since he launched his label in 2005. “It was fun to reflect on what I’ve
done over the past twelve years,” he says.
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 since grown to become one of
London’s most successful, with his shows one of the highlights of London
Fashion Week. He has 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.
His instantly recognisable design signatures have been there from the
very beginning. “I love narratives,” he says. “Whenever I start a collection, I
try to understand who the character is that season, what she thinks, who she
is.”
His thought processes lead to collections that are like time travel,
connecting together different stories and seeing them from a 21st century
perspective. He loves to create pieces that feel totally modern, yet as if they
have existed forever.
“I’m fascinated with things that you can’t tell if
they’re 50 years old or 100 years old or completely new,” he says. “It’s so
interesting to create pieces that look timeless, even if they’re created
digitally and are totally new.”
What about flowers? Floral prints are in every single one of Erdem’s
collections. “I’ve always been fascinated by things that explore femininity,”
he says, “whether it’s lace or flowers or the aesthetics of beauty.”
When asked about the ERDEM X
H&M collection, Erdem said: “I can tell you about one of my inspirations. There’s a
video by Bruce Weber for the Pet Shop Boys song Being Boring that I’ve always
loved. It’s about a group of young people at a country house mansion. It’s that
idea of a country getaway with boys and girls dressing up and playing with
their look, with girls in ball gowns and sneakers, and also sharing a wardrobe
with guys. I’m fascinated with things that you can’t
tell if they’re 50 years old or 100 years old or completely new."
“It’s very personal,” he 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.”
Erdem is known for his craftsmanship, which he is bringing to his
H&M collaboration. “It’s all so beautifully finished,” he says. “It’s the
way I approach every collection, turning it inside out and making sure that
every detail is perfect.”
With Erdem’s love of narrative, it makes total sense that that ERDEM x
H&M be brought to life by Baz Luhrmann. “I am so excited to be working with
Baz,” he says. “He truly is one of the greatest storytellers of our time. I’ve
loved his films from the very beginning. It’s the start of a new chapter, one that will allow people from all
around the world to be able to experience their own ERDEM story. I love the
idea that people of different backgrounds, and different generations, will wear
the collection.”
ERDEM x H&M will be available in selected stores and online on 2
November but you have to be super quick, as a complete sell out is expected within hours.
Link: ERDEM X H&M