New H&M Collaboration
This year the Swedish retailer H & M releases another collaboration with a well-known brand.
The British designer Erdem Moralioglu will create a capsule collection for H&M. Previously, collaborations for the Swedish brand were created by Karl Lagerfeld, Maison Margiela, Versace, Isabel Marant, Lanvin and Kenzo.
«He is a perfectionist, loves complex tasks and always knows exactly what he wants. He will try to try out some things he did not do before», — says H & M creative director Anne-Sophie Johansson about Erdeme Morialoglu.
The details of the future collaboration of Erdem and H & M are still kept in secret. It is known that the collection will include men’s and women’s clothing, and sales will start on November 2. According to the designer, this collection will be a «rethinking of the design themes from some of his most famous collections, a game with prints, textiles and subtle craftsmanship that made him famous».
Teaser to the capsule collection Erdem and H & M directed director Baz Luhrmann. It was he who shot the «Great Gatsby» with Leonardo DiCaprio, «Australia» with Nicole Kidman, «Romeo + Juliet», «Moulin Rouge», the TV series «Annealing» and others.
«I’m so happy to work with H & M and explore my work on a completely new scale. Including a collection of men’s clothing that I’ve never done before. I am also very pleased with the opportunity to work with Baz Luhrmann – the greatest narrator of unusual stories of our time», — Erdem Moralioglu said.
From the teaser, we can say that the collection Erdem and H & M will be filled with floral prints.
«Dress in a flower is the most feminine and right thing that is now in vogue», — says Erdem Moralioglu.
Flying dresses, pajama suits, fur coats with animalistic prints will also be included in the collection.
«I was thinking about my sister, dressed in a flower dress and trainings. And about what our parents were wearing in the 1960s when they met. I want to create something diametrically opposed to the notion of fast fashion. Things that you can wear for ten and twenty years, no worse than what I do in Erdem», — Erdem Morialoglu describes his new work.