Fashion folks who have their eyes on designer collaborations year in and year out, here’s one thing you’ll never miss — the annual partnership of fast fashion brand H&M with other emerging labels. Last year, when Kenzomania struck the fraternity, one couldn’t stop gushing about the colourful animal prints and Kenzo aesthetics Humberto Leon and Carol Lim brought forth to the brand’s collab collection. And even before it sold out, everyone was guessing which would be the next brand on H&M’s radar. Today, the Swedish fast fashion retailer ended the suspense by declaring (just a few hours ago) that it’ll be partnering with designer Erdem Moralioglu of London-based label Erdem.
Through a press release about the upcoming collection, the brand announced that H&M X Erdem will launch both online and in select stores on November 2 this year. While Erdem is known for his use of florals as THE design element in every womenswear collection, the one major detail of this line is his debut in menswear. Erdem boasts of the men’s range as “a complete and timeless wardrobe” that’s “a contrast between the utilitarian and romantic”.
The teaser released by H&M is uber-glam and is made by filmmaker-par-excellence Baz Luhrmann. Given the first look, it’s obvious that the highlight for women is on floral dresses in romantic silhouettes and back cut-outs as detailing and animal print throws. Pyjama suits (we’re talking a dainty combination of floral and silk), grey wool coats, well-tailored suits and more are what men can expect.
While one of the inspiration for this collection comes from a video by Bruce Weber for the Pet Shop Boys song Being Boring, Erdem stated that the line reinterprets some of the codes that have defined his work over the past decade. “Taking from these inspirations, I imagined a group of characters and friends off to the English countryside for the weekend. There’s a real play in the collection between something decidedly dressed-up and equally effortless,” he mentioned.
TBH, we know this one’s going to be BIG, and we cannot wait. While the collection is going to take a while, here’s a video by H&M that will serve as a sneak peek. Happy watching!