Swedish fashion retailers H&M collaborates with popular London-based fashion designer, Erdem, for its newest collection.
H&M is also pleased to reveal that the visionary film maker Baz Luhrmann will bring the collection to life through his unique storytelling. ERDEM x H&M will be available in selected stores on November 2 this year.
Erdem is a very sought after fashion line, and its prices reflect that. Erdem’s price points fall far above those of H&Ms reasonable priced basics line – the collection will fit in well with the Swedish retailers higher priced fashion collections.
Erdem has created a brand-new fashion line for the Swedish retailer and for the first time has included a menswear line within its collection.
The brand is very centred around delicate prints and usually no lack of florals. The designs found within the collaboration will very likely reflect that of Erdem’s signature looks.
“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.
H&M creative director Ann-Sofie Johansson (left) with Erdem (centre) and Baz Lurhmann (right)
Baz Luhrmann has been marked as one of the most visionary film makers. The director sees fashion as a form of expression which comes across in his previous works with movies such a Moulin Rouge and Romeo and Juliet.
“Fashion is 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 Luhrmann.
H&M has done several successful collaborations with high fashion designers, such as Kenzo (2016), Jimmy Choo (2009), Stella McCartney (2005) Balmain (2015) and Alexander Wang (2014).
Now the newest collection is anticipated to bring in styles from both designers while offering customers a brand-new range.
“From the moment we started talking with Erdem about the collaboration, I was captured by his vision. For ERDEM x H&M he has created an enchanting world full of beauty, delicacy and rich details. These are special pieces you will want to wear forever," says Ann-Sofie Johansson, H&M’s creative advisor.
Baz Luhrmann has created a teaser trailer for the new collaboration.