This month, H&M announced its annual exclusive designer collaboration for 2017 would be with London-based label ERDEM. The brand, which was launched in 2005, is a firm favourite with A-List celebrities including Nicole Kidman, Cate Blanchett and the Duchess of Cambridge Kate Middleton. Renowned designer Erdem Moralioglu is one of the fashion world’s most talented creators. His designs are known to celebrate the power of beauty while exploring historical references and romantic influences. His label is one of London’s most successful, regularly showcasing at London Fashion Week and winning many design awards including Womenswear Designer of the Year at the British Fashion Awards in 2014.
ERDEM x H&M is set to feature a full collection of feminine and delicate womenswear, a men’s collection and an accessories line. As with all H&M designer collaborations, there will be something for everyone at a variety of price points. Alongside the beautiful fashion, H&M has also announced that iconic film director Baz Luhrmann will showcase the collection, bringing it to life through his one-of-a-kind ability. A teaser of the collection directed by Lurhmann has been released.
H&M has collaborated with many iconic fashion houses over the years and Moralioglu said “It’s such an honour to join the group of designers who have collaborated with H&M. It made me think there’s something hugely exciting about doing something on such a global scale.” Talking about the collection itself Moralioglu said “It’s inspired by much of my youth, from the English films, ’90s TV shows and music videos I grew up watching to memories of the style that defined members of my family. Taking from these inspirations, I imagined a group of characters and friends off to the English countryside for the weekend. There’s a real play in the collection between something decidedly dressed-up and equally effortless.”
The ERDEM x H&M collection will launch in selected stores and online on 02 November. While we wait patiently for the line to go live, let’s delve back into some H&M collections from years past.
H&M’s first ever designer collaboration was with Karl Lagerfeld, back in 2004. Lagerfeld believed the collaboration was the perfect way to engage younger, less affluent fashion fans while simultaneously giving H&M major fashion points. While this collection was ground-breaking and hugely successful, Lagerfeld stated he would never work with H&M again because of the limited distribution of the collection which went against the whole premise of accessible high fashion. Lagerfeld told Vogue, “They did not make the clothes in sufficient quantities. I find it embarrassing that H&M let down so many people. I don’t think that is very kind, especially for people in small towns and countries in eastern Europe. It is snobbery created by anti-snobbery.”
Stella McCartney partnered with the brand in 2005 (and I still have a fab deconstructed rain mac/trench coat from this collection!), then Roberto Cavalli and Comme des Garcons followed in 2007 and 2008 with massive successes, and Lanvin was the designer of choice in 2010. Alber Ebaz said “I hope now that we have so many more dresses of Lanvin many more women will be falling in love and many more women will be fallen in love with.”
In more recent times, the retailer has teamed up with Versace both in 2011 and again in 2012 because it was so successful. Isabelle Marant, Alexander Wang and Balmain are some more of the major fashion players H&M has worked with. The Balmain x H&M was everywhere on social media as the fashion show featured Kendall Jenner, Gigi Hadid and the Backstreet Boys. Olivier Rousteing saw the opportunity to remake some of his most iconic designs at a lower price point, allowing shoppers a taste of the luxury brand. It is arguably the most successful collaboration to date.
Last year’s Kenzo x H&M collection was something new and original for the brand. "With this collaboration with H&M we want to think big, push the boundaries and bring the new energy of KENZO to everyone around the world," said Lim and Leon, the designers.
I cannot wait for the new collection to hit the stores and online, November can’t come quickly enough. Which H&M collaboration was your favourite?