Erdem teaming with H&M on capsule collection
Erdem is teaming with high street retailer H&M on a capsule collection.
Montreal-born designer Erdem Moralioglu established his namesake brand in London back in 2005 and has since gone on to build up a reputation for his use of vibrant prints and innovative textiles.
For his next project, Moralioglu is partnering with the Swedish fashion company on a special collection featuring clothes for women and, for the first time ever, men as well.
"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," he said in a statement.
With his H&M line, the designer will reinterpret the design themes from some of his most celebrated collections, playing with the prints, textiles and delicate craftsmanship.
H&M's creative advisor, Ann-Sofie Johansson, is thrilled to be working with the designer on the collaboration and anticipates huge interest in the line.
"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," she said.
Meanwhile, H&M bosses have tapped Australian filmmaker Baz Luhrmann to create a short film to tease the upcoming range. The video, posted on YouTube, sees models running through a garden, with one wearing a pleated dress and the other sporting a floral patterned suit.
"For me, fashion is always about more than just clothing, it is a form of expression - a stand-alone art form. I am excited to be collaborating with Erdem and H&M to reveal the story of this unique collection," added Luhrmann.
H&M executives have previously had success with designer collaborations, with lines created alongside Balmain, Isabel Marant and Kenzo all selling out.
The Erdem collection will go on sale in H&M stores and online from 2 November (17).