The King of Florals Joins Forces with H&M

Last week, Swedish retailer, H&M, announced their annual designer partnership and revealed that it will be teaming up with London-based, Erdem, which is fronted by Canadian and Turkish designer Erdem Moralioglu.

The expected H&M anticipation of the new designs, including Erdem’s first step into menswear, is being ramped up by a video teaser, under the pen and direction of famed Baz Luhrmann.

“I am so happy to collaborate with H&M, and to explore my work on a whole new scale, including a menswear 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,” the designer said in a press release.

Luhrmann’s teaser (below), offers a sneak peek of the collaboration since the full look-book won’t be released until the fall.

Set in the countryside, the clip shows models roaming through fields in Erdem’s moniker prints and florals. While the collection will certainly include more casual pieces and a multitude of accessories, it also appears to include some facade of romantic evening wear from flowy dresses to printed suits.

H&M’s prior designer collaborations have made high-end labels like Balmain, Alexander Wang, and Isabel Marant accessible to a broader audience.

And while most patrons won’t likely be wearing these pieces to prance through the countryside as in the video, the anticipation to see more of H&M’s latest capsule collection already has us on our toes.

Erdem x H&M will be available online and in select stores on November 2.

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