Since ERDEM launched in 2005, the label has won many awards, including Womenswear Designer of the Year at the British Fashion Awards in 2014. Fans of the label, like Cate Blanchett, Emma Watson, Felicity Jones, Nicole Kidman and the Duchess of Cambridge, have helped ERDEM gain notoriety. But with this latest collaboration with H&M, you don’t have to be an A-lister to get your hands on his ultra feminine line, which as always includes floral prints. “I’ve always been fascinated by things that explore femininity,” the designer says in a press statement for H&M, “whether it’s lace or flowers or the aesthetics of beauty.”
Luhrmann, the Australian director known for a hyper-detailed and visually stimulating razzmatazz aesthetic, seems like an ideal auteur to help launch the ERDEM x H&M to the masses.
“I can tell you about one of my inspirations,” Moralioglu says in the aforementioned press statement. “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.”
The designer also sees each line as a narrative of garments, so to speak, and collaborating with Luhrman will help him tell the narrative of this collection. “I am so excited to be working with Baz,” Moralioglu says. “He truly is one of the greatest storytellers of our time. I’ve loved his films from the very beginning.”
ERDEM x H&M will be available in selected stores and online on November 2.