Remember the madness that accompanied the launch of H&M x Kenzo? It’s coming back this fall, times two, when the Swedish retailer debuts its newest designer collaboration, this time with Canadian and Turkish designer Erdem Moralioglu. Why the times two? Well, for the first time ever, the capsule will include a range for men.
Consider our interest piqued. First, since establishing Erdem back in 2005, Moralioglu has turned down nearly every business proposition that’s come his way. Second, Erdem x H&M marks the designer’s first foray into menswear. Given that Moralioglu is known for his vibrant prints, detailed craftsmanship and overtly feminine designs, this is, in a word, momentous.
“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,” said the designer in a statement.
So, what should we expect, design-wise? “The collection reinterprets some of the codes that have defined my work over the past decade,” said Moralioglu in an interview with H&M Magazine. “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. There’s a real play in the collection between something decidedly dressed-up and equally effortless.”
While we’re on the subject of cinema, because no one knows how to build hype better than H&M, the brand tapped legendary director Baz Luhrmann to direct the requisite campaign.
“For me, fashion is always about more than just clothing, it is a form of expression — a standalone art form,” said Luhrmann in a statement. “I am excited to be collaborating with Erdem and H&M to reveal the story of this unique collection.”
To showcase the floral-happy collection, Luhrmann scripted, cast and directed a mini-movie that’ll debut around the time of Erdem x H&M’s November 2 launch. The teaser trailer (below) gives us a first glimpse of the collection, which is predictably full of bold prints and romantic dresses. Perhaps it’s the short’s setting (the English countryside), but we’re getting serious Jane Austin vibes. “I’m fascinated with things that you can’t tell if they’re 50 years old or 100 years old or completely new,” Moralioglu told H&M Magazine. “It’s so interesting to create pieces that look timeless, even if they’re created digitally and are totally new.”
Moralioglu believes in pieces that are timeless both in design and construction. He promises Erdem x H&M will last longer than your typical H&M buys. “I want it to be pieces you’ll be wearing in 10 years’ time, as women do with my own clothes,” the designer told Vogue.
As if we needed more incentive to get in line. Mark your calendars now, ladies and gents.
H&M’s Ann-Sofie Johansson, designer Erdem Moralioglu and filmmaker Baz Luhrmann; Image: H&M
