The moment is finally here! ERDEM x H&M is easily one of our favorite designer collaborations ever, simply because every single piece from the collection is flawless! bazaar has the full scoop, images from the campaign and the collection’s lookbook, and so much more! But first, here’s are some exclusive behind the scenes images that will leave you wanting more ERDEM goodness!
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.
Before you jaunt off into the English sunset, check out our exclusive interview with none other than designer ERDEM and H&M Creative Advisor Ann-Sofie Johansson about the women’s collection, and you can also read all about the designer’s first ever attempt at presenting the ERDEM x H&M men’s collection here! It’s so gorgeous, you don’t want to miss it!
Here’s what Erdem Moraliglu had to say about his first time collaboration with H&M:
You’re a master at designing bespoke runway pieces—how is designing for H&M different?
That’s a really interesting question, because when I agreed to collaborate, I was adamant that everything would be the most beautiful it could possibly be. I was determined that everything would have the most amazing cut and silhouette, in the most beautiful fabrics with real attention to detail in the trims and finishes.
What is the inspiration behind the women’s collection?
There are so many different inspirations that all come together to make ERDEM X H&M. As well as my previous collections, I was thinking about my childhood, and pieces that my mother wore, or my sister when we were growing up. I also thought about a group of friends coming together at an English country mansion, finding these pieces and wearing them in their own way.
What are some key pieces to look out for from the women’s collection?
I’m proud of the whole collection, but I’d have to say my favorite piece would be the beautiful women’s double-breasted suit. When we were fitting the men’s collection, I put the men’s single-breasted suit on our female fit model. It looked so wonderful and relevant, we had to make a version for women. It’s recut to be double-breasted so that it has an even more masculine shape, and the trousers are cut with a high-waist, and are boyish and wide.
In your mind, who is the ERDEM X H&M female customer?
I designed this collection to be worn by a wide group of people, and I’m so excited to see which pieces people make their own in ERDEM x H&M. I love the idea of the same piece being worn in different ways. The little tweed jacket would look so great worn with a T-shirt, jeans and sneakers, or it could be worn in a much more traditional way. It’s about taking the pieces, and making them your own.
What did you enjoy the most about collaborating with H&M?
The biggest joy really was in creating the collection. I love to be in the design studio, and it was such a pleasure to make these pieces, thinking about all the people around the world it would reach. I wanted this to be a very open collection, and it felt a very democratic act to design it and create this wardrobe.
We also spoke with Ann-Sofie Johansson about this special collection:
We know and love ERDEM for incredibly designed floral patterns, but what other design elements make the women’s collection stand out? (Cut, texture, etc.)
Rich fabrics, lovely embellishments and vivid florals are all part of ERDEM’s signature style and will impregnate the collection for H&M. The whole collection is very versatile, you can easily dress it up or dress it down depending on different occasions. For example, you can mix the lace blouses or the long dresses from this collection with a masculine style blazer over your shoulders to get the look. ERDEM is an incredible designer, who has a feeling for craft, for fabric, for technique in his fingers. There is so much love and concentration that goes into making pieces that are so effortless and easy to wear.
What should women expect from this designer collaboration?
It’s a magical universe that really tells us a story. I love how ERDEM talks about the collection like the perfect getaway in a country house, bringing together different generations and people of all sorts of backgrounds. I can’t wait for all our customers to see this story come to life in such a special way. It’s such an exciting mix of pieces that can be worn in so many different ways.
What are your favorite pieces from the women’s collection?
It is hard to select only one, I love all of them! I really like the jacquard suit, the Harris Tweed garments or the leopard fake fur long coat, together with the jewel bag, making the whole outfit very cool. I love to mix the collection with garments from the men’s collection, such as the silk pajama.
What did you enjoy the most about working with ERDEM Moraliglu?
We have had such an amazing time working with ERDEM. He’s such great company, and I think his warmth and friendliness shows through in his work. He loves people, and has such a great understanding of who wears his clothes – it’s like they are his friends. He’s also very specific, and he has an eye for perfection. With each of our collaborations we want to capture the true essence of the brand. It was exciting for us to work with someone who cared so much about every single detail.