Canadian-born, London-based Erdem Moraloglu is the 17th fashion designer to collaborate with H&M. The highly anticipated lookbook photographed by Michael Pudelka has finally been revealed! Pudelka explains, “Erdem x H&M is a collection that really spoke to me, and I wanted to create for it a lookbook with a twist. I love to add elements of surprise and surrealism, and thought of details to enhance the atmosphere, like flowers being handed to the model from out of frame.”
Erdem, former Ryerson grad, is known for his exotic prints and feminine silhouettes. Expect to see a lot of tweed, floral gowns and animal print coats. I’ve already pre-fallen in love with the leopard faux-fur coat. It is safe to say this collection will not disappoint! Ann-Sofie Johansson, H&M’s Creative Advisor, said it best: “These are special pieces you will want to wear forever.”
The collection will be available worldwide at select H&M stores and online on November 2nd. Be sure to click thru the lookbook to pre-plan your shopping list! See you in line at 4am (pretty sure I’m on first name basis with the mall security). I love me a good designer collab!
For all the Erdem fans out there and for an interesting read check out this Elle Canada interview with the man himself and find out all there is to know about the collection.