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 sponsored_longform 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.
“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.”
Erdem will be reimagining some of his favourite pieces from past collections, drawing on his love of historical references and the textiles and prints that make the brand so adored.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.
“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 + Juliet, The 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