H&M’s most anticipated designer collaboration, ERDEM x H&M finally has a lookbook, and it is STUNNING.
Acclaimed photographer Michal Pudelka worked with London based designer brandErdem and H&M to create a unique lookbook that is true to Erdem’s dialects of beauty, featuring pieces from the ERDEM x H&M collection.
“ERDEM x H&M is a collection that really spoke to me, and I wanted to create for it a lookbook with a twist. I love to add elements of surprise and surrealism, and thought of details to enhance the atmosphere, like flowers being handed to the model from out of frame,” says Michal Pudelka.
Together with Erdem and H&M, Pudelka infused the images with an English feel, at the same grand country house Baz Luhrmann directed his gorgeous ERDEM x H&M short film.
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@hm just announced the biggest and most anticipated designer collaboration of the year with @erdem. The floral spectacle that is #ErdemxHM unveils in stores this Nov 2. Until then, we'll be replaying this gorgeous teaser film of the campaign, directed by @bazluhrmann . 🌸💐🍂 #hm #erdem #fashion #collaboration #designer #clothes #luxe #fastfashion
“It was such a pleasure to see how Michal translated the mood of the collection and I love how we played with different elements, such as the flowers, to enhance the spirit of ERDEM x H&M even more,” says Erdem.
Erdem’s designs are ones to cherish forever, and ERDEM x H&M is overflowing with special pieces that are heirloom worthy. A sleeveless ball gown of snowdrop jacquard flows dramatically with its plunging neckline held by double grosgrain ribbon straps.
A high-necked and long-sleeved black lace dress has extravagant georgette pleated ruffles at its cuff and hem, while a sinuous evening gown is entirely embellished with black sequins and embroidered florals. A black jacquard skirt with wildflower print has extraordinary volume, longer at the back to create the effect of a train.
True to Erdem’s design DNA & great passion, ERDEM x H&M is bursting with floral prints. Fans would be pleased to find that the plisse dress from Erdem’s first ever collection gets a blooming update in ERDEM x H&M, and a sleeveless dress with cutaways at the waist in a multi-colour jacquard like a wildflower meadow – the same jacquard used for a sleek, feminine coat. Even H&M’s 100% Organic Cotton shirts come in floral prints
The sharp tailoring adds a neat twist to the ERDEM x H&M look. A fitted herringbone grey wool melange blazer is perfect for a walk in an English park, an oversized dark navy wool double-breasted coat comes with a turquoise windowpane check and a little wool boucle jacket with a matching skirt has raw edges, and transparent strips in the weave to brilliantly catch the light.
Find timeless and coveted essentials in ERDEM x H&M’s lookbook like A cable-knit mohair sweater, inspired by the sweaters worn in Twin Peaks, an off-white guipure lace top has pleated off-white cuffs and collar held by black grosgrain trim, while a crisp white cotton poplin shirt (reminiscent of Erdem’s mother’s 80s wardrobe) has one side of its collar extending into a ruffle while a grey hoodie has the logo vertically flipped like a reflection in water.
Accessories aren’t left out either – a slip on sneaker gets a vivid floral jacquard update, a biker boot with a Goodyear welted sole is printed with snowdrops and a pair of ankle-strapped kitten heels are daintily gorgeous with jeweled flowers decorating the toe. Earrings, brooches and hairclips pay tribute to the Englishness of the collection with the flurry of crystal and pearl bows.