Oct 12, 2017
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Erdem x H&M: collection looks revealed

Oct 12, 2017

Thursday, October 12, the Swedish retail giant revealed the first menswear and womenswear looks from its collaboration with London-based designer Erdem. The collection lookbook, shot by photographer Michal Pudelka, showcases the womenswear collection's chic, romantic mood and pastoral vibes, as well as the modern, tailored silhouettes of Erdem's debut menswear collection. The exclusive collab lands in H&M stores from November 2.

Three weeks before the collection's global launch, H&M and Erdem have unveiled the first looks from their collaborative collection, largely inspired by the designer's childhood memories. This gives rise to romantic womenswear designs channeling elegant styles, floral prints, masculine silhouettes, bespoke tailoring and luxury fabrics, as well as tailored silhouettes embracing tradition and modernity on the menswear side.

"ERDEM x H&M is a collection that really spoke to me, and I wanted to create for it a lookbook with a twist. 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," explains lookbook photographer Michal Pudelka in a news release.

Romantic, pastoral inspirations

Erdem channels the bucolic English countryside with this womenswear collection of romantic dresses, tailored pieces and floral motifs.

Highlights include a sleeveless jacquard evening dress, a long-sleeved lace dress with pleated frills, a jacquard skirt with a wildflower print, a sleeveless dress with sunray pleats, a tailored wool-blend blazer with chevrons, a navy blue double-breasted oversized coat, a cropped mohair sweater with braiding, a romantic blouse in off-white guipure lace, and organic cotton T-shirts printed with floral motifs.

Accessories in the women's collection include slip-on floral jacquard sneakers, snowdrop-print boots, a crocodile-effect purse, and brooches and hair clips with bows of crystals and pearls.

Menswear debut

This collaboration also gives rise to Erdem's first ever menswear collection. For his menswear debut, the designer has created a wide selection of menswear essentials, revisited in a fresh, modern and poetic style. 

The elegance of tailored suits (blazers and pants), tweed coats, short-sleeved shirts, a white Oxford collar shirt, mohair sweaters and a sheepskin-style jacket, meet sportswear influences with a zip-up hooded jacket, a black hooded sweater and slip-on sneakers.

The Erdem x H&M collection goes on sale from November 2 in 220 stores worldwide and online at www.hm.com.

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