Erdem Moralioglu is a man who says it with flowers. His signature ready-to-wear collections are bedecked with floral motifs, whether it’s embroidered wildflowers climbing up a pink tea dress or stiffly brocaded suits.
So it’s no surprise that his imminent H&M collaboration – the first ever undertaken by the award-winning designer – is a riot of botanical colour with everything from blouses to men’s suits receiving the instantly recognisable ERDEM treatment.
It makes sense for the capsule’s campaign video to be created by a man with a similar eye for the technicolour: veteran director Baz Lurhmann. The visionary behind films such as 1996’s Romeo + Juliet (starring Leonardo DiCaprio at the height of his heartthrob powers) and 2013’s The Great Gatsby (starring Leonardo DiCaprio at the height of his ‘troubled rich man’ powers) has turned his talent for sumptuous settings to producing a four-minute short for ERDEM x H&M, titled The Secret Life of Flowers.
Taking centre stage is 19-year-old Hero Fiennes Tiffin (yes, of that Fiennes clan) who stars as a wide-eyed newcomer introduced to a lavish countryside mansion where it is always spring. Accompanied by an exclusive new song, Hypnotised by band Years & Years, Hero finds himself drawn into a simmering love triangle between two siblings.
Watch the opulent visuals now and preview Stylist’s favourite picks from the collection, ahead of its release on 2 November.