H&M announces collaboration with Erdem

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H&M have announced their latest designer collaboration with London-based label Erdem.

The Erdem x H&M collection includes both womenswear and menswear – the first time that Erdem has produced a line for men.

Designer Erdem Moralioglu is known for his romantic dresses with historical references and personal narratives, and are a favourite on the red carpet with stars including Emma Stone, Keira Knightley, and Nicole Kidman.

Film director Baz Luhrmann produced the campaign for the collaboration and a teaser film is available for viewing on YouTube.

Erdem Moralioglu said about the collaboration: “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. Theres a real play in the collection between something decidedly dressed-up and equally effortless.”

Previous H&M designer collaborations have included Karl Lagerfeld, Versace, Isabel Marant, and Kenzo.

The collection will be available online and in selected H&M stores from 2 November.

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