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H&M Reveals Its Big Secret

The fast-fashion retailer announced a designer collaboration with Erdem, and filmmaker Baz Luhrmann, to tell the story.

By 19th Hole Staff  |  Sept 14, 2017

H&M Creative Advisor Ann-Sofie Johansson, Designer Erdem Moralıoğlu and Filmmaker Baz Luhrmann | Image courtesy of H&M

H&M’s next exclusive designer collaboration will be with ERDEM, the London based must-have designer loved by celebrities and fashion insiders alike. H&M is also pleased to reveal that visionary filmmaker Baz Luhrmann will bring the collection to life through his unique storytelling. ERDEM x H&M will be available in select stores and hm.com, beginning November 2nd.

Erdem has designed a brand-new collection for women, and for the first time ever, a collection for men for the new ERDEM x H&M collaboration. Erdem believes in the power of beauty, exploring historical references and personal narratives in every piece he makes. For ERDEM x H&M he’ll reflect and reinterpret the design themes from some of his most celebrated collections, playing with prints, textiles and the delicate craftsmanship that have made his name.

Designer Erdem Moralıoğlu | Image courtesy of H&M

“I am so happy to collaborate with H&M, and to explore my work on a whole new scale, including a menswear collection which I have never done before. It’s also such a thrill to work with Baz Luhrmann, one of the most important storytellers of our time,” says Erdem.

“For me, fashion is always about more than just clothing, it is a form of expression – a standalone art form. I am excited to be collaborating with Erdem and H&M to reveal the story of this unique collection,” says Baz Luhrmann.

Filmmaker Baz Luhrmann | Image courtesy of H&M

“From the moment we started talking with Erdem about the collaboration, I was captured by his vision. For ERDEM x H&M, he has created an enchanting world full of beauty, delicacy and rich details. These are special pieces you will want to wear forever,” says Ann-Sofie Johansson, H&M’s Creative Advisor.

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