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H&M to unveil Erdem collaboration in November

Swedish high street retailer H&M has announced that London-based label Erdem will design an exclusive collection for the store.

The collaboration, Erdem x H&M, will feature womenswear, an accessories line and a collection for men. It will mark the designer’s first foray into menswear.

It will go on sale online and in selected stores on 2 November.

H&M did not disclose further details on the range.

Erdem is characterised by its use of floral prints and “romantic” designs.

As part of the collaboration, H&M and Erdem have drafted in film maker Baz Luhrmann to create a campaign advertisement.

Designer Erdem Moralioglu said: “The collection reinterprets some of the codes that have defined my work over the past decade. It’s also inspired by much of my youth, from the English films, 1990s TV shows and music videos I grew up watching to memories of the style that defined members of my family.

“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.”

Moralioglu founded his eponymous label in 2005.

Watch the trailer for the collaboration here.

Readers' comments (1)

  • Another impressive collaboration from H&M. But as with any collaboration key issues are as to ownership of intellectual property created and how to deal with any third party claims of intellectual property right infringement.
    Stephen Sidkin
    Fashion Law Group
    Fox Williams LLP

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