On the 2nd of November, we can be sure to spot rows over rows of people blocking the street long before opening hours to get a hold of the special pieces of H&M’s latest designer collaboration – Erdem x H&M. But, who actually is Erdem?
Compared to names like Karl Lagerfeld or brands like Balmain, at first, Erdem seems like an interesting choice for H&M to collaborate with. With a large followership of A-list celebrities like the Duchess of Cambridge and loyal followers, he is part of Britain’s Fashion Elite while focusing more on his designs than his celebrity status.
Erdem Moralioglu, born in Montreal with British and Turkish roots, started his career by interning at Vivienne Westwood’s before studying at the Royal College of Art in London. After working for two years for Diane von Fürstenberg in New York, he found his eponymous label in London in 2005.
Quickly, Erdem gained the attention of the British and later international fashion scene. His designs are filled with nostalgia and romance, every piece holds a timeless beauty. Especially his love for floral embellishments and prints make his designs recognizable. Awarded by the British Fashion Council on several occasions, he is now a fixed star on London’s fashion sky.
A step in the direction of art was the Erdem X project. For the 10th anniversary of the brand, celebrating the first 10 years of the design house in a Fashion book. Modelled by Guinevere Van Seenus and photographed by Sølve Sundsbø, Erdem X paved the brand’s path to its future. The proceeds are donated to the British Fashion Council, Britain’s most important support organization for emerging designers who made the success of Erdem possible.
With his collaboration with H&M, Erdem gained the attention of the global lifestyle sector. Have a look at all the looks of Erdem X H&M here!
Header Image: © Erdem