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


H&M Design Award 2017



hmda17-winner-richard-quinn-1-72dpiOn the 17th of November, the sixth H&M Design Award winner was announced. The winner was Richard Quinn, a Fashion graduate from Central St Martins with a beautiful print collection. He wins €50,000, one-year’s mentorship from H&M, and the chance to sell pieces from his winning capsule collection in selected stores. The jury was made up of eight international fashion experts, including Ann-Sofie Johansson and Margareta van den Bosch, Creative Advisors at H&M, Imran Amed, editor in chief of Business of Fashion, and last year’s winner, Hannah Jinkins.

“Richard Quinn has the makings of something really great. There is a depth of creativity, with so many different ideas, a real commercial potential and also the sustainable thinking that will help him build a real values-based brand,” said Amed.

Quinn has been previously highlighted as a designer to watch by publications such as ID, LOVE Magazine, Dazed & Confused, Wonderland Magazine and more.

Dazed & Confused said of his collection, “Covered in prints from head to toe, Quinn’s masked models hit the catwalk…in one‐pieces covered with fuchsia roses, slick black patents and the designer’s favourite – a 50s floral frock paired against black and white houndstooth.” Read his interview here.


Photography: Richard Quinn

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Quinn prints all of his own fabrics using ethical processes, and plans to open a print studio that will become a creative hub for other young designers in London. The judges admired his holistic approach, which runs through all of his work, which he hopes will prove to be a new model for the fashion industry in the 21st century.

”[Stella McCartney] opened my eyes to the damage some fashion does, and now that my eyes are opened; it’s important to keep it ethical,” said the winner.

We can’t wait to see what comes next for Quinn.