Erdem is officially the latest brand to team up with H&M. London-based designer Erdem Moralıoğlu is bringing his romantic silhouettes and prints to the fast-fashion retailer with new women’s apparel and his first-ever menswear collection. The capsule will “reinterpret the design themes from some of his most celebrated collections,” according to a press release.
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“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,” the designer said in a release. Erdem is the newest addition to the slew of brands tapped by H&M, following Kenzo in 2016, Balmain in 2015, and Alexander Wang in 2014.
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The collaborations for this project aren’t only fashion-based. H&M also poached renowned filmmaker Baz Luhrmann (Moulin Rouge!, The Great Gatsby) to direct the campaign. The brand has plucked similar talent in the past; last year’s ads were photographed by Jean-Paul Goude.
“For me, fashion is always about more than just clothing, it is a form of expression – a standalone art form,” Luhrmann said in a statement.
Erdem x H&M will be premiere on November 2 at select H&M stores and online at hm.com. Get a preview of the collection in the Luhrmann-directed teaser trailer below.
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From: Harper’s BAZAAR US
