Full of narratives memories and stories, ERDEM x H&M is a deeply personal collection that looks back to the designer’s youth, and to the codes that have defined his work over the past decade. It’s about the romantic dresses he saw in English films, his father’s coat that his mother draped over her shoulders, or the cool style of 90s TV and music videos. To create ERDEM x H&M, he imagined the dream English countryside getaway, mixing gowns with tailoring, functionality with drama, as different generations and backgrounds interpret the wardrobe with each individuals own style. Each piece is designed exclusively for H&M, and will be available in around 220 stores worldwide, as well as on hm.com, from November 2.

Exquisite statement pieces
Erdem’s fans cherish his designs forever, and ERDEM x H&M is overflowing with special pieces that will become like heirlooms. A sleeveless ball gown of snowdrop jacquard falls voluminously to the floor, with its plunging neckline held by double grosgrain ribbon straps. A high-necked and long-sleeved black lace dress has extravagant georgette pleated ruffles at its cuff and hem, while a sinuous evening gown is entirely embellished with black sequins and embroidered florals. A black jacquard skirt with wildflower print has extraordinary volume, longer at the back to create the effect of a train.

The language of flowers
ERDEM x H&M is bursting with floral prints, reflecting one of Erdem’s great passions. Florals dominate dresses, from a sleeveless black sunray plisse dress that’s a new take on a dress from his first ever collection, to a sleeveless dress with cutaways at the waist in a multi-colour jacquard like a wildflower meadow – the same jacquard used for a fitted, feminine coat.
Some of the floral prints are in charmingly formal patterns, like the snowdrop print on black silk satin pyjama top and pants, or a long black long-sleeve dress with panels of guipure lace which run diagonally down the body. Other florals are like a hand-picked bouquet, like the floral jacquard of a black tailored jacket with matching cropped pants, the same floral pattern vividly embroidered on a black 100% organic cotton hoodie.

Tailored lines
The precision of tailoring adds a neat twist to the ERDEM x H&M look. A fitted herringbone grey wool melange blazer is perfect for a walk in an English park, with matching pants with a feminine flared cut. An oversized dark navy wool double-breasted coat comes with a turquoise windowpane check, the cloth cut on the bias in panels over the shoulder, and at the cuffs and hem. A faux leopard coat – an interpretation of a coat from autumn/winter 2015 – has a deep pile, patch pockets and a grosgrain ribbon tie at the neck, while a little wool boucle jacket and matching skirt has raw edges, and transparent strips in the weave to brilliantly catch the light.

Essential pieces
ERDEM x H&M is full of covetable pieces that will become timeless wardrobe essentials. A cable-knit mohair sweater, inspired by the sweaters worn in Twin Peaks, is in burgundy or pale blue and finishes at the true waist, while a mohair blend knit with a graphic Fair Isle pattern is in a slouchier style. A top of off-white guipure lace has pleated off-white cuffs and collar held by black grosgrain trim, while a crisp white cotton poplin shirt – which reminds Erdem of his mother’s 80s wardrobe – has one side of its collar extending into a ruffle that attaches to the front placket. 100% organic cotton T-shirts come in in floral print, while a grey hoodie in 100% organic cotton has the logo vertically flipped like a reflection in water.

A slip on sneaker is in vivid floral jacquard, a biker boot with a Goodyear welted sole is printed with snowdrops, and an ankle-strap kitten heel has jeweled flowers decorating the toe. A croc-print frame handbag is inspired by uncovered photos of his mother in the 60s, and is decorated with jewels, with both a formal handle and a shoulder strap for a more informal look, while a structured baguette with a fine leather strap is perfect for evening. Earrings have bows made from crystals and pearl, which also appear on ribbon brooches and hairclips. There’s also floral tights, socks, and floral scarfs to finish the ERDEM x H&M look.

Available 2 November at V&A Waterfront and Sandton City

#ERDEMxHM #HMSouthAfrica

Press release curtousy of H&M

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