Jump to Main ContentJump to Primary Navigation

The latest H&M designer collaboration is here, and it is fit for a royal


In a world where fashion moves so fast that designers are required to push out as many as eight collections a year, creating something that stands out from the crowd can be a real challenge – which is why the much sought-after H&M designer collaborations are always such an impressive feat.

Every year, the fashion press waits with baited breath to discover who the high street heavyweight has selected to work with. And every year, we gasp excitedly at the news.

For 2017, H&M has revealed that it’s teaming with London-based label Erdem. The partnership marks a turn away from the streetwear-inspired collections of recent years, and a move towards femininity.

Announcing the news on Twitter on Thursday afternoon, H&M posted a teaser video directed by Baz Lurhmann, saying: “Secret’s out!”

Erdem has been made famous by loyal followers including the Duchess of Cambridge, Michelle Obama and Alexa Chung. Founded in 2005 by designer Erdem Moriaglu, the label is known for its unashamed celebration of femininity in floral prints and immaculate cuts – with Erdem gowns becoming go-to red carpet pieces.

ERDEM X H&M will be the 13th designer collaboration for the high street giant, following sell-out collections by Kenzo and Balmain in 2016 and 2015 respectively.

Read more: H&M has teamed up with this very chic French concept store

“From the moment we started talking with Erdem about the collaboration, I was captured by his vision,” says Ann-Sofie Johansson, H&M’s creative advisor.

“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.”


From L-R: Ashley Benson, Alexa Chung (with Erdem Moriaglu) and Kate Middleton, all in Erdem.

Erdem will be reimagining some of his favourite pieces from past collections, drawing on his love of historical references and the textiles and prints that make the brand so adored. He will also be creating a menswear collection for the first time.

Read more: Ashish and River Island are creating a dreamy gender-neutral line

“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,” says the designer.  

“It’s also such a thrill to work with Baz Lurhmann, one of the most important storytellers of our time.”

Lurhmann, director of iconic films including Romeo + JulietThe Great Gatsby and Moulin Rouge, says: “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.”

The teaser video for the collection blends Erdem’s trademark elegance with Lurhmann’s distinctive sense of drama, as models are seen running through the grounds of a stately home.

H&M’s designer collaborations never disappoint, and we have a feeling this one’s going to be no different. ERDEM X H&M will be available in selected stores as well as on hm.com on 2 November. Debit cards at the ready…

Images: Rex Features



This River Island dress is a summer must-have, according to Instagram

sofia coppola interview stylist photography.jpg

Sofia Coppola talks objectifying men and casting controversy


This major fashion brand has stopped retouching models’ stretchmarks


Daily outfit inspiration with our look at the best dressed A-listers

Casual dressing ideas from stylish celebrities

25 Sep 2017

The supermarket coat stealing hearts on Instagram (and it’s only £25)

Say hello to the autumn jacket your wardrobe is missing

by Kayleigh Dray
25 Sep 2017

Stars on the front row at Milan Fashion Week

From Cate Blanchett to Olivia Palermo

25 Sep 2017

Sign up to our weekly fashion email

24 Sep 2017

Bring on the bum bag, Fashion Week's must-have accessory of the moment

A one-time tourist stalwart gets a high-fashion makeover

by Anna Brech
24 Sep 2017

The magic and the mayhem: candid backstage photos from Fashion Week

Behind the runway, a rare glimpse into a high-pressure and exuberant world

24 Sep 2017

Street style highlights from Milan Fashion Week

Bold pops of colour meet extravagant textural embellishments

24 Sep 2017

Behind the scenes at Milan Fashion Week

From carb-loading to happy Hadid sisters and Basic Bitch makeup inspiration

by Anna Brech
24 Sep 2017

What the Stylist team are wearing at Fashion Week

Check in here for style inspiration

24 Sep 2017

History's greatest supers join Donatella Versace in moving tribute

Legendary designer joined by squad of world-famous faces

22 Sep 2017