Turkish and Canadian designer Erdem Moralioglu of the London-based label Erdem is known for his romantic sensibility, and the 83-piece collection he’s turned…
Turkish and Canadian designer Erdem Moralioglu of the London-based label Erdem is known for his romantic sensibility, and the 83-piece collection he’s turned out for H&M is right in line with that MO: Pinafore-style dresses made from sumptuous fabrics and flower prints for days. Beloved by Kate Middleton and Alexa Chung, Erdem’s mainline togs aren’t all that accessible — gowns regularly fetch prices north of $1,500 — but Erdem x H&M dresses top out at $299.
While the fast-fashion brand’s past collabs (think Alexander Wang’s sporty and Balmain’s military-chic lines) were of-the-moment trend pieces, Erdem’s classic cuts and ladylike lines for H&M have a distinctly timeless quality.
But it’s not all about fancy floral frocks: Elegant outerwear, plush cableknit pullovers and silky pajama suiting — the latter worn by Kirsten Dunst at the brand’s fashion show in LA on Oct. 18 — are among the stand-out items. This is also the first time Moralioglu is designing for men — offering suiting, bold graphic sweaters and ties.
And much like the collaborations before it, Erdem x H&M — available Thursday, Nov. 2 — is bound to sell out. For shoppers who are set on picking up a piece for themselves, their best bet is to queue up at the Times Square, Fifth Avenue (at 48th Street) or Herald Square locations.
“Our flagships will have higher quantities, but it’s still an exclusive collection, so availability is limited,” says Joshua Kalipeni, a communications rep for H&M.
