his year H&M has teamed up with the Canadian-born, British designer Erdem Moralioglu. Unlike the designers who have collaborated with H&M in the past, his approach is to create keepsake pieces, allowing high fashion to be affordable and wearable by the masses. When you look at the clothes–silk-printed pajama trousers, floral dresses with sleeves, even a leopard print coat–you do not get the impression that these items are to be worn once and then discarded, which is typical with fast fashion. These are timeless pieces that can take your current wardrobe to the next level.
Moralioglu insisted on a level of craftsmanship in keeping with his own luxury brand, ERDEM. The fabrics exude a sense of luxury– slippery silks, crisp cottons, and stiff tweed. Dark florals, ruffles and lace are pervasive throughout the collection, just in time for the Fall/Winter season and even into Spring. As a result of this attention to detail, the fine quality of the items is something one does not automatically associate with H&M, the demand for these pieces is even higher. ERDEM X H&M evokes a quintessential, British-country side chic with its wool and tweed tailoring, luxurious knitwear items, and deep floral prints and brocades.
Check out our picks from this exciting collection below: