Erdem joins H&M as this year's designer collaboration.

July 14, 2017


H&M’s next exclusive designer collaboration will be with Erdem, the London based must-have designer loved by celebrities and fashion insiders alike. The collection will be available in selected stores as well as on on November 2nd.

Designer Erdem Moralioglu is one of fashion’s most romantic creators, whose exquisitely crafted pieces celebrate the power of beauty by exploring historical references and personal narratives. ERDEM x H&M will feature a full wardrobe of his famously feminine womenswear, an accessories line and, for the first time ever, a collection for men.

“It’s such an honour to join the group of designers who have collaborated with H&M,” said Erdem.

His collaboration is a chance for him to look back at his career since he launched his label in 2005. Erdem was born in Montreal, Canada, and then moved to London to study fashion at the Royal College of Art in 2000, before launching his own label in 2005. His label has now grown to become one of London’s most successful, with his shows one of the highlights of London Fashion Week.

His instantly recognisable design signatures have been there from the very beginning. “I love narratives,” he says. “Whenever I start a collection, I try to understand who the character is that season, what she thinks, who she is.” His thought processes lead to collections that are like time travel, connecting together different stories and seeing them from a 21st century perspective. He loves to create pieces that feel totally modern, yet as if they have existed forever.

The collection is still top secret, but what can he reveal about ERDEM X H&M? “I can tell you about one of my inspirations,” he says. “There’s a video by Bruce Weber for the Pet Shop Boys song Being Boring that I’ve always loved. It’s about a group of young people at a country house mansion. It’s that idea of a country getaway with boys and girls dressing up and playing with their look, with girls in ball gowns and sneakers, and also sharing a wardrobe with guys.”

H&M reveals that the visionary film maker Baz Luhrmann will bring the collection to life through his unique storytelling.


Receive direct access to exclusive interactive online shopping, latest designer collections, celebrity features and collaborations, and daily fashion news.