Dreaming The ERDEM X H&M Dream

This year, H&M has teamed up with London-based designer Erdem Moralıoğlu for its latest collaboration. Drawing inspiration from memories, design signatures and the English countryside, the collection is bursting with beauty, delicacy and rich details.
     “It’s very personal”, says Erdem. “The collection reinterprets some of the codes that have defined my work over the past decade, and it’s also inspired by film, music… things I loved growing up.”
     Sharp tailoring echoes the silhouettes of his father’s suits and coats, dramatic dresses demonstrate his love for classic cinema, whilst expressive florals are reminiscent of the exquisite prints used in his catwalk collections.
     “I’ve always been fascinated by the language of femininity, whether it’s lace or flowers or the aesthetics of beauty”, says Erdem.
     For H&M, Erdem has designed a capsule wardrobe of romantic, totally modern womenswear, an accessories line and — for the first time ever — a collection for men.
     ERDEM x H&M will be available online and in 220 stores worldwide from 2 November 2017.