H&M announced its big secret, Its next collaboration will be with Erdem. London-based designer Erdem Moralıoglu is bringing his romantic silhouettes and prints to the fast-fashion retailer with new women’s apparel and his first-ever menswear collection. Erdem is the newest addition to the slew of brands tapped by H&M, following Kenzo in 2016, Balmain in 2015, and Alexander Wang in 2014.
H&M is also partnering with Baz Luhrmann, who will be directing the campaign. “For me, fashion is always about more than just clothing, it is a form of expression — a standalone art form,” said Luhrmann. “I am excited to be collaborating with Erdem and H&M to reveal the story of this unique collection.”
Speaking of the news, Erdem says: “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.”
Erdem x H&M arrives in stores and online on November 2, with a runway show for the range taking place in October.