By Vesi Maslenishka
ERDEM X H&M has to be my favourite collaboration yet. This is H&M’s 17th Collaboration following Balmain, Karl Lagerfeld, Kenzo and Stella McCartney, to name a few. There’s just something very unique about this particular collaboration that I like.
Erdem Moralıoğlu is a relatively young fashion designer and he is very good at resonating with the younger H&M audience through his designs, this is something I love. When talking to Vogue and sharing his inspiration behind the designs, he recalls the call he received from H&M on working together. He says: “I invited [H&M] to my studio and screened an old Pet Shop Boys video that Bruce Weber had directed in the Nineties, called ‘Being Boring’. It was about all these young people invading a country house in dishevelled tuxedos, except the boys were wearing T-shirts and the girls were running around in trainers and bias-cut gowns. I loved the idea of this kind of informality and formality meeting.”
The collection is made up of jacquard and frill. Feminine dresses are decorated with his signature wildflower prints, while his coats are made up of the heaviest silk he could find, he tells the magazine. He’s also incorporated Victorian white blouses with black ribbons at the nape of the neck, sequin slip dresses with ribbon bra straps, a kind of Wednesday Addams black lace dresses and a selection of ballgowns.
Erdem continued:”So much of the collection was actually quite personal and I found myself reflecting on how we dressed throughout high school and those big Norwegian jumpers my sister used to wear with a tea dress and army boots”. Linking in his Canadian background, he has also incorporated an army jacket inspired by the Canadian military.
Everything about the collection seems personal as he recalls moments of his life and expressed them through fashion in his latest collection, available 2nd November.
You can watch the campaign video here…