H&M’s Collaboration With Erdem Arrives Just Before The 2017 Thanksgiving Holiday
Every holiday, H & M Hennes & Mauritz AB (H&M) does a collaboration with a luxury fashion house. Last year it was with Kenzo (see it here), and in 2015 it was with Olivier Rousteing‘s House of Balmain (see it here). Alexander Wang, Karl Lagerfeld, Donatella Versace and Stella McCartney have all collaborated with H&M in the past.
This time around, the Swedish retailer announced a holiday collaboration with London – based fashion label Erdem, and has tapped director Baz Luhrmann to create the visuals for the campaign.
The capsule collection, including designer Erdem Moralioglu’s first-ever collection for men, will go on sale on Nov. 2 in selected H&M stores as well as online.
For his designs, Moralioglu will reinterpret themes from some of his most celebrated collections, incorporating historical references and personal narratives, H&M said.
“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,” said Ann-Sofie Johansson, creative advisor at H&M.
“I am so happy to collaborate with H&M, and to explore my work on a whole new scale including a men’s wear 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,” Moralioglu said.
Luhrmann, whose film credits include “Romeo + Juliet” and “The Great Gatsby,” has previously directed commercials for Chanel’s No. 5 fragrance.
“For me, fashion is always about more than just clothing, it is a form of expression — a stand-alone art form. I am excited to be collaborating with Erdem and H&M to reveal the story of this unique collection,” the director said.
Photos Credit: Courtesy of DM Fashion Book