A large part of the collection consists of bold and colourful floral printsInstagram: hm

Ahead of the collection’s official launch on November 2nd, H&M has unveiled their latest collaboration with designer Erdem Moralioglu of eponymous brand ERDEM. Staging a celebrity-studded secret runway show in Los Angeles last week, the high street chain and high-end designer debuted the women’s and men’s clothing range together with a campaign-cum-short film directed by Baz Luhrmann.

“H&M has teamed up with ERDEM to deliver uncompromised, accessible high fashion at uncompromised high street prices”

The announcement of the collaboration, which made headlines earlier this year, comes off the back of a series of hugely successful design partnerships with the retail giant (KENZO in 2016; Balmain in 2015; Alexander Wang in 2014). Each year H&M’s strategic pairing – the company has enlisted every notable designer under the sun, including Karl Lagerfeld and Donatella Versace – solidifies the high street brand’s rank as the ultimate retail destination for the masses, while bolstering the profiles of luxury labels that otherwise delimit their customer base. Now, turning to red carpet regular and fan favourite of Hollywood it-girls Kate Bosworth, Kirsten Dunst and Zendaya – all of whom were in attendance at the official launch – H&M has teamed up with ERDEM to deliver uncompromised, accessible high fashion at uncompromised high street prices.

The approach to this delivery has been well-rounded: from the editorial photography style of the lookbook shot by Michael Pudelka, to the deliberate 90s-model throwback on the runway – Guinevere Van Seenus, Saskia de Brauw and Malgosia Bela headlined a cast of recognisable faces – and with the deployment of Lanvin and ERDEM-regular stylist Sarah Richardson, no high-end stone was left unturned.

Instagram: hm

As for the clothes, ERDEM’s signature florals flourish in clear motifs throughout the collection, grounded in an autumnal colour palette of grey, burgundy and black. These darker hues are juxtaposed by lighter lace and silk materials integrated within the collection (the quality of which will only be determined once on the buyer’s body), offsetting any potential weightiness with white blouses, feminine silhouettes, pyjama sets and hemlines that flirt with, rather than force, the idea of exposed skin. Masculine tailoring structures the pervasive floral themes in both the women’s and men’s ranges, promising the obviousness of an ERDEM label sewn inside with unexpected nods to leopard prints and plaid to counterbalance said obviousness.


Mountain View

What I’m wearing in Cambridge – Week 1

The heroes of the collection – and predictably, too, the bestsellers - are the women’s dresses and the men’s coats, which beg to be layered over one another. Importantly, the clothes speak for just how collaborative the process with the powerhouse must have been: Moralioglu’s handiwork is imprinted everywhere in the collection. Seen in motion, Luhrmann’s film which stars Vogue favourites Imaan Hamaam and Gracie Hartzel, captures the clothing in its most imaginative natural environs: romantically-lit, sat amongst wild flowers somewhere in the countryside, but the pieces would work in the city too.

And unlike many other brand collaborations that garner a lot of vocal, albeit profitless, support, the anticipation behind designer pairings with H&M has usually translated into hordes of paying customers. In some cases, namely H&M’s aforementioned collaborations with Alexander Wang and Isabel Marant, items have gone on to sell for triple the original retail price on eBay or via Instagram. For this collection, which retails at its cheapest for £19.99 (which will buy you a pair of earrings) and £229.99 at its most expensive (for which you can own the plaid coat), the ERDEM x H&M range boasts around eighty offerings. With a split focus on outerwear and cocktail dresses, the ERDEM-branded hoodies (available in grey and black colour ways and retailing at £49.99) will surely be a quick sell.

ERDEM x H&M “The Secret Life of Flowers” campaign filmH&M

Harder to determine for sure, though, is H&M’s next designer alignment: Virgil Abloh’s Off-White? Calvin Klein under Raf Simon’s new direction? Or perhaps the powerhouse will look closer to home and partner with Acne Studios? Only time will tell.

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