January 20, 2021

H&M Taps Erdem for Latest Designer Collaboration

PRINTS CHARMING: Hennes & Mauritz AB is linking up with London-based fashion brand Erdem for its next designer collaboration, and has tapped director Baz Luhrmann to create the visuals for the campaign.
The capsule line, including designer Erdem Moralioglu’s first-ever collection for men, will go on sale on Nov. 2 in selected H&M stores as well as online, the Swedish high-street giant said in a statement on Thursday.
Known for its use of experimental textiles, vibrant prints and detailed craftsmanship, Erdem has a devoted celebrity following, with fans including the Duchess of Cambridge, Keira Knightley, Alexa Chung and Samantha Cameron.
For his women’s and men’s designs for the fast-fashion chain, Moralioglu will reinterpret themes from some of his most celebrated collections, incorporating historical references and personal narratives, H&M said.
“From the moment we started talking with Erdem about the collaboration, I was captured by his vision. For Erdem x H&M, he has created an enchanting world full of beauty, delicacy and rich details. These are special pieces you will want to wear forever,” said Ann-Sofie Johansson, creative advisor at H&M.
Born in Montreal to a Turkish father and an English mother, Moralioglu won International Canadian Designer of the Year at the Canadian Arts & Fashion

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