The much-anticipated collaboration between Erdem and H&M will finally go on sale worldwide on November 2 throughout Swedish clothing retailer H&M’s online and brick-and-mortar stores.
The capsule collection, consisting of 87 items, marks the menswear debut of Erdem, which was established in 2005 and now counts former US first lady Michelle Obama and British actress Keira Knightley among its celebrity fans.
It will also be the first high-street collaboration for the London-based label known for its romantic floral prints.
Erdem’s floral influence is evident throughout the H&M crossover collection – from the asymmetrical floral evening dress to the silk pyjama set.
Designer Erdem Moralioglu, who trained at the prestigious Royal College of Art in London, also channelled streetwear inspirations into the collection and he has included floral-print hoodies and sweatshirts, which will surely be some of the most popular must-have items.
To celebrate the launch of the collection, Erdem and H&M threw a soiree at the historic The Ebell Club, a women’s social club in Los Angeles, on October 17, attended by celebrities including the actresses Kirsten Dunst, Kate Bosworth and Zendaya Coleman.
“It was such a thrill to see the collection come to life in Los Angeles,” Moralioglu says. “It was amazing to collaborate with H&M on these pieces, which I’m so excited to share with the world.”
Celebrity photographer Michal Pudelka was enlisted to shoot the campaign images.
As we prepare for the launching of Erdem x H&M, we’ve sifted through all the looks and highlighted 10 items on our must-have shopping list.