The teaser film is out and we are very excited about the latest collaboration of British designer Erdem and H&M.
H&M creative advisor Ann-Sofie Johansson, designer Erdem Moralıoğlu, and filmmaker Baz Luhrmann together on set in England. Image from H&M.com
Established in 2005 in London, Erdem is one of the most feminine and romantic designers to grace the catwalk. Erdem Moralıoğlu, the designer behind the brand, is well known for showering his clothes in beautiful prints and we can’t wait to see what he has in store for this H&M collection.
The collection will reinterpret and represent some of Erdem’s styles focusing on print and delicate craftsmanship.
Of the little teasers we have seen, the prints are looking most exciting. In keeping with Erdem’s classic style, we see lots of florals in bright colours sitting on both ivory and black grounds.
Erdem Pre Spring 2018
“Erdem believes in the power of beauty, exploring historical references and personal narratives in every piece he makes.” Erdem.com
H+M and Erdem Collection
Only to have worked on womenswear, Erdem is taking a giant leap designing also for men. With a very feminine handwriting, we are excited to see how he will take on this challenge.
On the H&M website, Erdem reveals his inspiration for this project:
“It’s very personal,” he says. “The collection reinterprets some of the codes that have defined my work over the past decade. It’s also inspired by much of my youth, from the English films, ’90s TV shows and music videos I grew up watching to memories of the style that defined members of my family. Taking from these inspirations, I imagined a group of characters and friends off to the English countryside for the weekend. There’s a real play in the collection between something decidedly dressed-up and equally effortless.” Erdem Moralıoğlu
Film maker Baz Luhrmann was part of the launchand will continue to work with Erdem and H&M to bring the collection to life. Watch the video below for a sneak peak.
Images from H&M.com and Erdem.com