Huge winding ques on Oxford Street and a crashing website, the Erdem and H&M collection sent customers into hysteria. H&M have been collaborating with designers since 2004 when they worked with Karl Largerfeld, and since then have worked with designers such as Stella McCartney, Kenzo, Versace and many more so the anticipation for their next collaboration was highly anticipated.


The printed collaboration shopping bags, The Gaurdian

Erdem Moralıoğlu, who launched his eponymous label in 2005 and has since then dominated red carpets and fashion awards ceremonies around the world, is a favourite with the Duchess of Cambridge and with unofficial brand ambassadors including Alexa Chung and Keira Knightley. (The Guardian)

Here is a look at the beautifully floral collection:



Screen Shot 2017-12-06 at 21.16.43



Getty images 2017

“Designers see we can really pull the collections off, we really want their aesthetics and they are free to do what they want,” Ann-Sofie Johansson, H&M’s Creative Director (BBC NEWS)

Getty images 2017

“Erdem’s inspiration [for the menswear collection] was feminine meets masculine,” Ann-Sofie Johansson, BBC NEWS



Kate Bosworth, Kirsten Dunst and Kate Mara wearing ERDEM x H&M, at ERDEM x H&M fashion show in LA, October 18,` 2017.

Watch the enchanted film for the collection by Baz Luhrmann


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