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:



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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


Pre-Fall 2016 Collections

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By Alannah Messett –

The pre fall 2016 collections took us from Japan to Florence, from old-school florals to dramatic snakeskin. The collections were full of prints and here is a review of our favourites.

Alberta Ferretti

Alberta Ferretti was full of rich, vibrant prints. Animal prints covered coats, boots and dresses, with elaborate designs for their formal evening dresses. This collection is dramatic with an animal twist.



Valentino’s 84-look collection took us travelling across the globe. The two designers, Chiuri and Piccioli, took us to Japan and across America – specifically New York.


Red Valentino

Valentino’s sister line’s signature girly look had a grown-up make over, with 70s vibes and floral prints. A mix of geometric and floral prints in feminine silhouettes kept things exciting.


Preen Line

Preen’s second line mixed romanticism with the tough for Pre Fall 2016. Florals were toughened up with grid patterns and soft, flowing dresses were paired with black boots and biker jackets or masculine overcoats.


Diane Von Furstenberg

Diane Von Furstenberg has a story for every collection and this was no exception. Pre Fall 2016 was titled Palazzo and was inspired by ‘the grand palazzos of Rome and Florence’, as well as the Italian patterned silk ties and scarves of E. Marinella. You can see this influence in the printed soft, weightless dresses and skirts.



Erdem, famous for their floral prints, have produced an elegant, feminine collection full of old-fashioned magic – the perfect inspiration for Valentine’s Day.