Hold Onto Your Hat: H&M Is Teaming Up With Erdem

 Photo: Erdem

Photo: Erdem

H&M announced today that Erdem will be the next label featured in the mega-brand's designer collaboration series. Designer Erdem Moralioglu is known for his romantic florals and lace, which you've seen on the likes of Emma Stone, Ruth Negga, and Kate Middleton. ERDEM x H&M will include a full wardrobe of feminine womenswear and an accessories line, as well as Erdem's foray into menswear. 

What should you expect? Breaking from its marketing strategy for the Balmain and Alexander Wang collections, H&M isn't offering teasers of the Erdem capsule, other than a few artsy shots in a Baz Luhrmann-directed video. Based on that limited peek, the designs seem to be consistent with the what-a-well-to-do-English-woman-would-wear-at-her-manor aesthetic that made Erdem a fashion industry darling. In the designer's own words, "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."

H&M may make bank on trend-driven pieces, but the Erdem collection will at least look timeless. “I’m fascinated with things that you can’t tell if they’re 50 years old or 100 years old or completely new,” Moralioglu says. “It’s so interesting to create pieces that look timeless, even if they’re created digitally and are totally new.”

Watch the preview video below, and block November 2 on your calendar. If past collabs are any indication, ERDEM x H&M will fly off the racks.