NEW YORK — H&M’s next exclusive designer collaboration will be with Erdem, a London-based designer lauded by celebrities and fashion insiders alike. Bringing the collection to life in a video for the ad campaign is filmmaker Baz Luhrmann.
The designer first launched the ready-to-wear brand in 2005, creating versatile, powerfully feminine pieces for women. Erdem has received numerous accolades since, including the 2008 British Fashion Council’s Fashion Forward Award; the 2010 inaugural Vogue/British Fashion Council Designer Fashion Fund Award, the 2012 British Fashion Council’s New Establishment Award, the 2013 British Fashion Council’s Red Carpet Award, the 2014 British Fashion Council’s Womenswear Designer of the Year Award, the 2015 British Fashion Council’s Establishment Designer Award, the 2016 Fashion Group International Fashion Star Award and most recently the Canadian Arts & Fashion International Canadian Designer of the Year Award.
Most notable is that, for this exclusive collaboration with H&M, Erdem has designed pieces not just for women but also for men. The designer’s fans will have to wait until Nov. 2 for the collection to launch in select stores and online. The retailer will also be promoting the collection on social media using hashtag #ERDEMxHM.
"I am so happy to collaborate with H&M, and to explore my work on a whole new scale, including a menswear collection which I have never done before. It's also such a thrill to work with Baz Luhrmann, one of the most important storytellers of our time," said Erdem.