ERDEM x H&M is a deeply personal collection that looks back to designer Erdem Moralıoğlu's youth, and to the codes that have defined his exciting neo-traditional work.
Referencing the romantic dresses of classic English films, his father’s coat draped over his mother's frame, or 90s TV and music videos and the styles they made popular, Erdem Moralıoğlu's collaboration with the Swedish brand is a collection of colliding worlds and generations, blending the opulence of a ball gown with the precision of a tailored suit, pairing function with drama. The designer answered some questions and H&M shared a first look at some of the key pieces.
On the evolution of ERDEM's brand identity:
It’s been a wonderful experience to look back over the twelve years since we started for ERDEM X H&M. I am so proud of the signature that we have built at the label, of craftsmanship, quality, beauty and narrative. It was great to find the themes that we wanted to look at once again in a whole new way for ERDEM X H&M.
On working with Baz Luhrmann on the campaign film:
It was such a thrill to work with Baz. He is one of the greatest storytellers of our time, and we both share a love of narrative in everything that we do. I loved talking with Baz about the collection and seeing how he used it as a starting point for a remarkable story. The campaign is like a whole movie in itself, and I’m so excited for everyone to see it.
On his favourite way ERDEM is represented in the collaboration:
That’s an interesting question because I could say it's the floral prints or the sense of Victoriana in the pieces. But actually, I am most proud of the quality of this collection. I was adamant that everything would be beautifully finished, turning each piece inside out so that everything about the pieces was the best it could be.
Why now and why H&M?
It was such a surprise and an honour to be asked to collaborate with H&M. It’s amazing to follow in the footsteps of people they have collaborated with in the past, such as Comme des Garçons or Lanvin. The idea that people who don’t know what I do will become familiar with my work feels extraordinary.
ERDEM x H&M will be available from 2 November. Below, the full men's and women's collections.