‘I’ve always been fascinated by the language of femininity, whether it’s lace or flowers or the aesthetics of beauty’

– Erdem

Renowned for his ultra-feminine designs and romantic floral prints, Erdem Moralıoğlu has dominated the world of fashion for more than a decade. With celebrity fans including Alexa Chung, Emma Stone, Sienna Miller and Kate Bosworth, Erdem’s nostalgic and beautifully intricate designs have become iconic over the years.

Born to a Turkish father and English mother, Erdem attended Ryerson University in Toronto, earning himself a BA in Fashion, before working as an intern for the wonderfully flamboyant Vivienne Westwood. It wasn’t until 2005 however, that he launched his very own eponymous label.


Floral Coat $249

Black Floral Dress $249

Following on from its many successful designer collaborations over the years – from its 2004 collaboration with Karl Lagerfeld to the hugely successful Balmain collection in 2015 – H&M has teamed up with the London-based designer for its 2017 collaboration, following a highly anticipated announcement earlier this year. Beautifully evocative of the English countryside, Erdem explains his inspiration behind the collection reflects a lifetime of nostalgia: “The collection reinterprets some of the codes that have defined my work over the past decade, and it’s also inspired by film, music…things I loved growing up.”

With its fair share of florals that are wonderfully reminiscent of his catwalk shows, the collection is feminine, romantic, rich and regal with a modern twist. What’s more, and for the first time, there is an exclusive collection for men too.


White Lace Blouse $149


to life by Baz Luhrmann who has an impressive repertoire of films including The Great Gatsby and Romeo & Juliet, the cinematic short film aptly named, The Secret Life Of Flowers, is filled with drama, romance and of course, lots and lots of flowers.

“I wanted the film to be like a whole movie,” explains Luhrmann. “It’s a very modern love story, set in a country house that is full of its own secrets and it’s like a metaphor for our times — it’s harsh out there in the world, but in here, the things that really matter keep growing in an eternal spring.”


Scarf $59.99

ERDEM X H&M is available online and in selected stores worldwide from 2nd November 2017.


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