H&M taps Erdem for 2017 designer collaboration

July 24, 2017
By Sheryl Blasnik
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HM X Erdem

Mega-Swedish Retailer H&M has announced it’s next big name designer collaboration. The retailer has tapped British designer Erdem Moralioglu from the eponymous label ERDEM. The brand, which launched in 2005, is best known for it’s rich textures and abstract pattern play. Erdem was named Womenswear Designer of the Year at the British Fashion Awards in 2014. His label is sold in upscale retailers including Barneys New York and Bergdorf Goodman. His dresses have been spotted on the red carpet worn by celebrities such as Emma Stone, Ruth Negga, Keira Knightley, Nicole Kidman and Kate Middleton. Now you too can have your red carpet moment when Erdem hits H&M stores in the U.S. this year.

Here are 3 important things you need to know about the H&M and ERDEM collaboration so you do not miss out on getting this collaboration in your own closet.

1. The line launches November 2017

People around the world will get to view the official line when it’s unveiled at hm.com and in select H&M stores on November 2, 2017. The line features a collection for women and a first-time men’s collection, and both collections will feature the unique style that ERDEM has become so well known for.

2. Baz Luhrmann is contributing

Baz Luhrmann is a highly sought after filmmaker, and he’s going to be showcasing the collection in his own unique style. He even created a teaser video to show H&M customers what they can look forward to in the ERDEMxHM collaboration. Check out the video below!

3. H&M is calling the line a collection of “pieces you will want to wear forever

According to H&M Creative Advisor Ann-Sofie Johansson, she was captured by ERDEM’s style from the beginning. She goes on to say that he has created a “world of beauty, delicacy, and rich details.” Ann-Sofie says that the unique apparel and full line of accessories in the new ERDEMxHM line are pieces that people are going to want to wear forever.

I am so happy to collaborate with H&M, and to explore my work on a whole new scale, including a menswear collection which I have never done before,” said head designer Moralioglu.

Enjoy this short teaser film by Baz Luhrmann while we await the look book.

Be sure to follow along on social media with the hashtag #ERDEMxHM for any updates or releases. A fashion runway show is scheduled for October and might be live streamed so follow along.

Sheryl Blasnik

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