Style

H&Ms Big Collaboration This Year With ERDEM Was Unexpected

But were not any less excited. (Plus: Baz Luhrmann storytells)

BY sarah chong | Jul 14, 2017 | Fashion

H&M; Instagram/hm


After strings of H&M designer collaborations, with last year’s collaboration with Kenzo, news is out: H&M has tapped London based designer Erdem for a collaboration. Erdem who? Some may ask. Though he isn’t exactly the most “hype” or a streetwear connoisseur, the brand which was established in 2005 has been well-known on the celebrity red carpets. His is a womenswear brand known for rich yet delicate craftsmanship, prints and romance.

Will this collection be relevant to men then? Well, a chance for more profit? The Swedish retail giant will never let this slip away. That said, this collaboration will be Erdem’s first menswear collection and the first sneak peak looks promising.

Baz Luhrmann, who directs dreamlike productions such as Romeo + Juliet, Moulin Rouge!, The Great Gatsby (enthralling extravagant party scenes), was aptly chosen to storytell Erdem’s clothes. Set in a garden (very English), we can’t say we’re any less excited.

The collection drops November 2, will the queue this year be any less short?  

ERDEM x H&M will be available in selected stores as well as on hm.com, November 2.


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