The Autumn Winter 2017 H&M collaboration has been announced and it is big. I mean BIG. It’s ERDEM, baby and if H&M announced that we all had to go and start queueing right now outside our nearest H&M to be in with a chance to shop the collection, then I’d be in. I would have no problem ditching my life, my friends, my family etc. I’d miss my second born’s first birthday and I would be fine with that.
For the average H&M devotee, ERDEM is one of those seriously out of reach designers. In over ten years, the London-trained designer has never diversified into more affordable diffusion lines. This label has consistently been about luxury and opulence since Erdem Moralioglu established his design house in 2005. The ERDEM aesthetic has always been a mixture of delicate patterns, structure and bold colours, with a huge emphasis on detail and craftsmanship. The ERDEM x H&M collab will be available in selected stores (and online) on November 2nd and it will be interesting to see if the AW17 influences in the main line will inform this collection. Autumn’s pieces are inspired by the contrasting cultural influences of his two grandmothers, one of whom was Turkish and the other who hailed from Northern England. The pieces weave together the splendour of the Ottoman empire using luxe materials and rich prints while the necklines and skirt lengths allude to English propriety and Victoriana. There is a comparable meeting of worlds at play when a high-end designer like ERDEM meets a high street retailer like H&M and we are dying (that’s right, dying, people) to see what’s in store.
ERDEM Autumn Winter 2017
Natch, H&M are playing things close to its chest currently but we’ve been gifted a sneak peak directed by (who else?!) Baz Luhrmann to whet our appetites and it is a visual feast.
“For me, fashion is always about more than just clothing, it is a form of expression – a stand-alone art form. I am excited to be collaborating with ERDEM and H&M to reveal the story of this unique collection,” says Baz Luhrmann.
The collaboration is also the designer’s first foray into menswear.
“I am so happy to collaborate with H&M, and to explore my work on a whole new scale including a menswear collection which I have never done before. It’s also such a thrill to work with Baz Luhrmann, one of the most important storytellers of our time,” says Erdem.