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London-based designer Erdem Moralıoglu, pictured below, is teaming up with affordable clothing mall favourite H&M as part of the store’s popular partnerships with celebrity designers.
The ERDEM brand’s latest offerings of romantic silhouettes and seasonal flowery prints will be featured at the retailer from November 2.
Earlier collaborations have led to a frenzy of shoppers queuing up on the opening morning of the releases at City Centre Bahrain, as captured by GulfWeekly.
He has captivated fashion lovers, royals and celebrities with his women’s apparel and now not only will he be launching another chic collection but he will also be unveiling his first-ever menswear line.
“I am so happy to collaborate with H&M, and to explore my work on a whole new scale,” said Erdem, “including a menswear collection which I have never done before.”
The cool Canadian says he is also thrilled to be working with filmmaker Baz Luhrmann on highlighting the coming fashion campaign.
Erdem, who has a twin sister named Sara, and was born in Montreal, to a Turkish father and an English mother, believes that this collaboration is a great chance for him to look back at his career.
The talented creative moved to London to study fashion at the Royal College of Art in 2000 and in 2005 launched his label. Now he is one of the world’s most coveted designers with his shows being one of the highlights of London Fashion Week.
He’s won multiple awards, including Womenswear Designer of the Year at the British Fashion Awards in 2014 and his collections are stocked in prestigious stores around the globe.
Erdem has always believed in the power of beauty, exploring historical references and personal narratives in every piece he makes. He loves to create pieces that feel totally modern, yet as if they have existed forever.
Floral prints are in every single one of his collections as he has always been fascinated by things that explore femininity whether it’s lace or flowers or the aesthetics of beauty.
Both collaborators are keeping tight-lipped about the new line, however, the designer did reveal that ERDEM X H&M is somewhat inspired by Bruce Weber’s video for the Pet Shop Boys song Being Boring that he has always loved.
He explained: “It’s about a group of young people at a country house mansion dressing up and playing with their looks, with girls in ball gowns and sneakers, and also sharing a wardrobe with guys.”
Baz’s teaser film for the campaign is already a hit online and is giving shoppers a taste of what’s to come.
