Known for it’s signature wildflower blooms, Erdem is the newest designer collaboration of H&M. And what a beautiful collection it is! Romantic fall florals, dark lace, heavy but feminine jacquard fabrics and – the most important aspect if you ask me – wearable pieces make the Erdem x H&M collection one worth noting. I was lucky to get a first glance at the collection last week before it officially hits stores on November 2nd, and I can tell you this much: I have been wearing the pieces non-stop. Some may have already spotted the boots on Insta Stories because I wore them all weekend to brace the rain in Vienna.
Designer Erdem Moralioglu is one of fashion’s most romantic creators, whose exquisitely crafted pieces celebrate the power of beauty by exploring historical references and personal narratives.
What about flowers? Floral prints are in every single one of Erdem’s collections. “I’ve always been fascinated by things that explore femininity,” he says, “whether it’s lace or flowers or the aesthetics of beauty.”
I love fashion, no doubt about it, but to me personally fashion also has to work on a daily basis. I love spending (a lot of) money on certain pieces, as long as I get my cost-per-wear out of it. That’s why I was so positively surprised by how approachable the collection is. Even though H&M is known for it’s fast fashion, these pieces are classics that go beyond trend and can be worn for seasons to come.
To me personally, it is an absolute honor that I get to partner up with Erdem x H&M and share my personal highlights from the collection with you. I have followed the designer collaborations for many years, and while I have liked plenty of them (Isabel Marant & Balmain, just to name two favorites), none have ever spoken to me personally as much as this collection by Erdem has. Just recently, when I was in Milan, we passed by some creations of his and I remember drooling over every single piece. I love florals, I love the colors that were incorporated and I love the mix of femininity with cooler masculine elements such as the oversized blazers and boots.
Erdem x H&M: Romantic Silhouettes & Beautiful Floral Prints
photos: Sonja Petrkowsky
in friendly collaboration with H&M.