Today H&M announced its big secret: the next exclusive designer collaboration will be with ERDEM, the London based must-have designer loved by celebrities and fashion insiders alike. H&M is also pleased to reveal that the visionary film maker Baz Luhrmann will bring the collection to life through his unique storytelling. ERDEM x H&M will be available in selected stores as well as on hm.com, from November 2.
For H&M, Erdem has designed a brand-new collection for women and, for the first time ever, a collection for men. Erdem believes in the power of beauty, exploring historical references and personal narratives in every piece he makes. For ERDEM x H&M he'll reflect and reinterpret the design themes from some of his most celebrated collections, playing with the prints, textiles and delicate craftsmanship that have made his name.
"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. It's also such a thrill to work with Baz Luhrmann, one of the most important storytellers of our time," says Erdem.
"For me fashion is always about more than just clothing, it is a form of expression - a standalone art form. I am excited to be collaborating with ERDEM and H&M to reveal the story of this unique collection," says Baz Luhrmann.
"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," says Ann-Sofie Johansson, H&M's Creative Advisor.