H&M revealed yesterday its new collab with Erdem. The Swedish brand and the London-based designer have developed a woman capsule collection but also a man one, a first shot for Erdem Moralıoğlu. 

The collection will be very personal Erdem says: “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, ’90s 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.”

This new collab is a new chapter and will give people from all around the world the chance to experience their own ERDEM story. Now, we just have to wait till November to have it in our hands. Meanwhile, let's get delighted by the campaign shot by Baz Luhrmann.


/ by Xavier Bourgeois /