ERDEM, the London based must-have designer loved by celebrities and fashion insiders alike, has designed a brand new collection for women and, for the first time ever, a collection for men.
Erdem believes in the power of beauty, exploring historical references and personal narratives in every piece he makes. For ERDEM x H&M he reflects and reinterprets the design themes from some of his most celebrated collections, playing with the prints, textiles and delicate craftsmanship that have made his name.
To celebrate the collaboration H&M commissioned visionary film maker, Baz Luhrmann to bring the collection to life through his unique storytelling in a spectacular cinematic short film exclusively for ERDEM x H&M. ‘The Secret Life of Flowers’ is set in a grand country mansion with a full cast of actors and models.
“For me fashion is always about more than just clothing, it is a form of expression –  a stand alone art form. I am excited to be collaborating with ERDEM and H&M to reveal the story of this unique collection,” comments Luhrmann.
He adds: “I wanted the film to be like a whole movie. It’s a very modern love story, set in a country house that is full of its own secrets and it’s like a metaphor for our times – it’s harsh out there in the world, but in here, the things that really matter keep growing in an eternal spring,”
Speaking about the collection H&M’s Creative Advisor, Ann-Sofie Johansson said: “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.”