Ever since the announcement back in July that Erdem would be H&M’s next designer collaboration, the suspense has been brewing for what this collection has to offer. Finally, the look book is here, and it doesn’t disappoint.
Erdem and H&M are very different in terms of the way they design their clothes. H&M focuses on fast fashion, staying ahead of the latest trends and making clothes — you guessed it — fast. The luxury-alternative retailer distributes internationally, making sure to hit a wide audience with its more affordable options for every occasion from casual to business to black tie.
In contrast, Erdem focuses on fashion on a more intimate level. Erdem doesn’t follow trends, but creates them. Erdem Moralıoğlu, the designer and creator of Erdem, has his own style. He’s known for his bold patterns, romantic looks and detailed craftsmanship, reflected in his brand.
“Erdem x H&M is a collection that really spoke to me, and I wanted to create for it a lookbook with a twist,” said Michael Pudelka, the photographer of the look book who’s known for his fashion campaigns. “I love to add elements of surprise and surrealism, and thought of details to enhance the atmosphere, like flowers being handed to the model from out of frame.”
This newest collaboration and look book is able to combine both companies’ traits in an unexpected way. While the look book has hints of H&M here and there with its casual, solid-colored sweaters, tops and pants, the look book still screams Erdem. But that’s the whole point of the collection.
“Erdem has created, for us such a magical world with Erdem x H&M,” said Ann-Sofie Johansson, H&M’s creative adviser. “A feeling we need in this world now more than ever.”
The collection includes both casual pieces courtesy of H&M and dressier pieces courtesy of Erdem. Each clothing piece is adorned with bold patterns and a romantic style, both recognizable traits of Erdem.
However, the one thing that really stands out among each piece is the interesting design choices. There are high ruffled collars, layered dresses, pajama-esque clothing sets, diagonal lace and so much more.
“I wanted to create something that was the opposite of fast fashion; I love the idea of creating pieces people would have forever,” Moralıoğlu said. “Classic pieces that feel relevant in 10 years, 20 years.”
This collection is also the first time that Erdem, a womenswear design house, will be releasing menswear. The look book shows many pieces for menswear from pajama-esque suits to floral tops to solid-colored suits. But these clothes aren’t meant for any one gender. Men can wear the women’s pieces and vice versa. (Kirsten Dunst did it, so why can’t everyone?)
The collection goes on sale Nov. 2 in H&M stores and on H&M’s website.