This is not a drill; H&M announces new designer collaboration

London-based label ERDEM has become the latest fashion label to collaborate with retail giant H&M for an exclusive collection. Joining the ranks of Karl Lagerfeld, Stella McCartney and Kenzo, designer Erdem Moralioglu will be lending his unique romantic style to a collection for H&M. “For ERDEM X HM, he has created an enchanting world full of beauty, delicacy and rich detail,” says Ann-Sofie Johansson, H&M’s creative advisor.

Low Res ERDEMxHM Ann Sofie Johansson Erdem Baz Luhrmann

(From left) Ann-Sofie Johansson, designer Erdem Moralioglu, Baz Luhrmann

The Great Gatsby director Baz Luhrmann is, reportedly, going to ‘bring the collection alive’ in his inimitable style. “For me, fashion is always about more than just clothing, it is a form of expression-a standalone art form,” he says.

A post shared by H&M (@hm) on Jul 13, 2017 at 7:31am PDT

ERDEM X HM will feature womenswear, a line of accessories and, for the first time for the designer, menswear. The collection will be a throwback to Erdem’s most celebrated lines since the establishment of his label back in 2005. “It’s also inspired by much of my youth, from the English films, 90s TV shows and music videos I grew up watching to memories of the style that defined members of my family,” the designer adds.

The collection will be available in selected stores and online on Novemeber 2.

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