H&M X Erdem

This possibly the most exciting collaboration of the year, H&M and Erdem. A romantic collection designed to highlight femininity with his floral designs that have been a constant throughout his career. Personally I think this collection is stunning, the florals and almost historical vibes really challenge our stereotypical winter collections we are use to within the high street. Its very rare at this time of year for use to see such colourful and patterned pieces so for me this collection its standing miles in front of anything else this season. Now before this collection I hadn't heard of Erdem Moralioglu as a designer however this has defiantly opened my eye up to some of his incredible work. He is a Canadian and Turkish designer who broke into the fashion scene in the UK in 2005 when he launched his own label known as ERDEM. Within his work he channels and uses historical references and personal narratives to give his designs/clothes more meaning and purpose. This has been noticed by some big names and his dresses have now become red carpet favourites amongst the following celebrities: Emma Stone, Keira Knightley and Nicole Kidman. This new collection will feature everything from womenswear, accessories line and surprisingly a collection for men as well.

This collection for me is amazing, the florals really bring a romantic and feminine feel to the collection true to ERDEM's roots. Which is something I haven't really seen H&M do in this way. When I think of H&M is affordable, more basic fashion items - not high end, red carpet elegance that ERDEM does. So in that sense I love that H&M are trying something new and collaborating with a designer who does have a more high end cliental, in this case the high end in coming to retail. Also, H&M as a brand really doesn't have much of a narrative or story behind any advertising or campaigns so its very refreshing to see something a bit more contextual and deeper from them as it gives you and me as consumers something to connect with and get excited about.

Another very exciting aspect of this collection is the director who they teamed up with to produce their teaser video - Baz Luhrmann. He is a very well known Australian film director, screenwriter and producer who is famous for his unique storytelling and how he brings stories to life on the screen. Again I think he did a fantastic job with the teaser video, really capturing the natural and feminine vibe without giving too much of the collection away. I have put the link below if you are interested in looking it up, its defiantly worth a watch to really get a feel of what this collection is before it hits our stores. I have also put a link for a good article from H&M I was reading in which they have interviewed Erdem so you can see a bit more about him and his thoughts surrounding the collaboration.

https://www.youtube.com/watch?v=hgd9ox_AM5A#action=share

http://www2.hm.com/en_gb/life/culture/inside-h-m/erdem-x-h-m-in-designer-collaboration.html