Breaking news: Every look from the Erdem x H&M collaboration
Designer Erdem Moralioglu isn't a household name. While those who pay close attention to the red carpet ensembles of Hollywood starlets and Brit personality Alexa Chung might find familiarity in his strain of textural, floral frocks, the 40-year-old is somewhat a well-kept secret of the industry. Although, that will soon be rectified in his tie-up with H&M.
Born to a Turkish father, English mother and having lived between Montreal and Birmingham in his younger years, the designer's affinity for storytelling has always seen his heritage take centre stage in his work. Erdem x H&M is no exception — albeit, a little more personal. It is designed from a medley of visions telling of his childhood; the frocks he witnessed growing up in old English films, '90s television and music videos lending their nostalgia to the collection and filtered through his signature code of romanticism by way of lace, blooms, and delicate pleats.
The bigger picture? An idyllic reprieve in the countryside is the fantasy Moralioglu has chosen to paint. A wise choice, given that between life in the concrete jungle and the online metropolis, it's the clothes that allow us to dream that are more dearly cherished.
Erdem x H&M women's:
Erdem x H&M men's:
Available at H&M Orchard Building and Ion Orchard stores from 2 November.