A complete guide to ERDEM x H&M

H&M Magazine tells you everything you need to know about the upcoming designer collaboration between Erdem and H&M.
October 30, 2017

Following in the footsteps of Balmain and Kenzo comes ERDEM, a brand less known than its most recent predecessors, but a fashion force to be reckoned with nonetheless. The British label is adored by Hollywood stars and fashion insiders alike, a favorite with the royals, and famous for its exquisite take on romance, with beautiful floral prints and remarkable attention to detail. 

“ERDEM x H&M is full of totally new pieces that look back at the different themes since I started my label in 2005. I also looked at my own personal memories, my childhood and my family, and things that inspire me in pop culture. Everything is exquisitely detailed and beautifully finished, without any compromises,” says designer and founder Erdem Moralioglu.

ERDEM's and H&M's two design teams first met in February of this year. At their first meeting, Erdem Moralioglu presented a vision of beauty and positivity, with escapism from the current as a central theme.

“He [Erdem Moralioglu] talks about the collection like the perfect getaway in a country house, bringing together different generations and people from all sorts of backgrounds. It’s such an exciting mix of pieces that can be worn in so many different ways,” says H&M's creative advisor Ann-Sofie Johansson.

With every piece, I thought about how I wanted it to be: what does an ERDEM coat look like?
Designer Erdem Moralioglu on his first menswear collection

In contrast to ERDEM's seasonal collections, the brand's collaboration with H&M has a more casual approach to fashion, and aims to enhance the elegant ERDEM trademark pieces by embracing contrasts. ERDEM wants you to pair the opulent jacquard dresses with sneakers and a backpack, and to wear the dandy-esque tweed suits with a windbreaker or hoodie. Despite this, richly decorated dresses and blouses are at the heart of the collection – as always when Erdem Moralioglu is in charge.

After the first meeting, the two teams worked together to develop the top-secret collection before announcing it to the world at the height of summer. Now, just before the arrival of winter and party season, comes an array of cold-weather pieces, including heavy wool coats and hairy knits paired with party-perfect silk skirts, pleated dresses and luxurious guipure lace blouses.

Unlike many bygone design collaborations, this isn't a collection that re-launches the best from the designer’s archives. Instead, it's a collection of firsts: it's the first time ERDEM makes hoodies and T-shirts, a backpack and sneakers, the first time the ERDEM logo is printed on sweaters, and – most notably – it's the first time ERDEM has designed menswear.

“Designing the men’s collection was almost forensic. With every piece, I thought about how I wanted it to be: what does an ERDEM coat look like? What is its length? How does it fit? How should it feel? It was like taking a wardrobe apart and putting it back together again with the pieces that matter most. It’s very personal, and very satisfying,” Erdem Moralioglu says.

In the ERDEM x H&M collection, everything – every seam, button, lace detail and hidden pocket – is right where it belongs. With small details, like ribbons inside the collars on every men's piece, small grosgrain rosettes in the neckline of dresses, and beautiful coated buttons, the whole collection expresses perfection. By using guipure lace shaped like ERDEM's signature florals, hairy wools, handmade Scottish tweed, organic cotton, and mulberry silk, much of the range is in premium quality.

“I can’t wait to see how people around the world wear ERDEM x H&M in their own way. This is such a special collection that can be dressed up, or dressed down. It’s perfect for the party season, and it’s also a collection that can then mix into someone’s wardrobe. I know that people will be wearing pieces from ERDEM x H&M for so many years to come,” says H&M's creative advisor Ann-Sofie Johansson.

After twelve years of designer collaborations, we all know that preparation is key when it comes to getting our hands on the coveted pieces. On November 2, it's go-time once again.

See the ERDEM x H&M film directed by Baz Luhrmann’s on October 24. Shop the collection online and in selected stores from November 2.

ERDEM

ESTABLISHED: 2005 in London.

FOUNDER: Canadian/Turkish designer Erdem Moralioglu.

KNOWN FOR: Exquisite romantic garments and beautiful floral prints.

NOTABLE CLIENTS: Cate Blanchett, Emma Watson, Felicity Jones, Nicole Kidman and the Duchess of Cambridge, to name a few.

THE COLLECTION IN NUMBERS

222 H&M stores that will carry the women's collection globally

174 H&M stores that will carry the men's collection globally

36 items for women

22 items for men

14 accessories for women

10 accessories for men

6 limited edition pieces for women

4 limited edition pieces for men

4 inner pockets on all men's suits and coats

3 original ERDEM prints that have been developed to jacquards, guipure lace and embroideries

2 limited edition accessories for women

2 limited edition accessories for men

I can’t wait to see how people around the world wear ERDEM x H&M in their own way.
H&M's creative advisor Ann-Sofie Johansson