Every year since 2004, H&M, the Swedish Giant fashion retail house, would collaborate with one designer or design house and create a unique ensemble piece to be sold in limited quantities and controlled selling environment. Collaborators range from fashion icons and houses with deep history like Karl Lagerfeld, Balmain, Versace, Lanvin, Roberto Cavalli to breakthrough innovators like Alex Wang, Rei Kawakubo of Commes des Garcon and now to join those ranks, Erdem.
Known for his mastery of the feminine silhouette, Erdem Moralioglu, the Canadian-Turkish designer, loves to play around with various textile and bold prints. Most of his work utilizes florals, whether they be print, embroidered, cut-outs or what have you. Established in 2005, Erdem has dressed a vast number of powerful and influential women – Cate Blanchett, Marion Cotillard, Michelle Williams, Gwyneth Paltrow, Emma Watson, Julianne Moore, Anne Hathaway, Alicia Vikander, Keira Knightley, Rashida Jones, Emma Stone, Linda Evangelista, Jessica Chastain and Sarah Jessica Parker amongst others . He’s also never really done menswear…until now.
“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,” says the designer. This means, he’ll be debuting his first menswear collection at an H&M Collaboration! That in itself is reason to be joyful! If you can cop a menswear piece from this collab, you’re pretty much taking part in history here.
To add to this, he seems to be taking some design inspiration from the 60’s — which is pretty much the golden age of fashion (the 60’s saw a radical shift in fashion where the conservative designs from 1940’s and 1950’s begin to fade away in lieu of more risque creations, one of which is the mini skirt). With street wear spilling over various fashion houses, it’s refreshing to see couture-ish clothes on the store racks again.
According to Erdem, in a Vogue post, “And the menswear informs the women and vice versa; I’m thinking of my sister wearing a tweed jacket over a tea dress and trainers. And what our parents were wearing when they met in the ’60s.” So while, Erdem will be creating various menswear pieces, the Erdem signature style (versatile yet powerfully feminine) will will most likely still manifest in the design.
Of course, to add to an already hyped announcement, we have one of the world’s most prolific director working on campaign’s videos. Baz Luhrmann has made some of the most visually stunning and hyper stylized films of the past decades. His Red Curtain Trilogy (Strictly Ballroom, Romeo and Juliet, and Moulin Rouge) and the glitzy 2013 remake of the Great Gatsby made him a household name for beautiful artsy film, and his teaser for H&M x Erdem is no exception.
We cannot wait to see more and to immerse ourselves in what looks to be one care-free collection come November 2 (most probably November 3 here in the Philippines).