Erdem X H&M: how you can get your hands on fall's most-talked about collection
Erdem X H&M. What a collaboration. Fashionistas queued overnight to get their hands on the highly anticipated collection which launched on the high street this morning. Erdem X H&M is the latest in a long list of designer ranges to hit the high street. Previous designers have included Kenzo and Stella McCartney.
Canadian Erdem Moralioğlu is renowned for his stunning floral gowns, which have been sported by model Karlie Kloss and even, Catherine Middleton. Not only is this the first affordable line from the Canadian but the first time he has created a line for men.
The collaboration was announced in July but the lookbook in mid-October. The line features delicate tweed sets, lace blouses and silk scarves. Feminine dresses are decorated with wildflower blooms and the blouses hide discreet black ribbons at the nape of the neck. Even the coat hangers are embellished so you will know straight away which items are pieces of the Erdem X H&M collection. The sleeveless ballgowns are our personal favourite though.
Back in 2014, the fashion retailer launched its Karl Lagerfeld collection in about half of its 1,000 locations. Although the shipments were meant to last several weeks, most of the merchandise sold out by late Friday. The same has happened now, after only a couple of hours, shoppers were only allowed to purchase one item.
“We’ve been operating this business for some 60 years and we’ve never seen anything like it,” said Jörgen Andersson, marketing director of the £4.2 billion H&M.
For Erdem X H&M prices start at £17.99 for Autumn Winter 2017-friendly printed tights. At the upper end, the checked coat will set you back £149.00 and a floral lace maxi dress £229.99. For the sartorially brave, take your wallets and queue up at your nearest H&M to get your hands on this collection. However, as we always do in Scriptoeris fashion, we have added links below so you can get your hands on the almost sold out range. Happy shopping.
Below, you can watch the campaign film by Baz Luhrmann.