The long-awaited day has arrived: today’s new collection of drawings ERDEM X H & M. is coming online and in stores. The theme is flowers, lace and poetry atmospheres for a modern and romantic woman.
The video of the spot was shot no less than by the eclectic Australian director Baz Luhrmann.
After Kenzo, chosen last year by H & M for his new designer collection, 2017 is the turn of Erdem.
Compared to its predecessors – Versace, Alexander Wang, Balmain, Lanvin, Roberto Cavalli, Isabel Marant and Maison Martin Margiela – the choice fell this year on a name far more than niche. Erdem is a Canadian stylist, born in Montreal, Canada, British mother and Turkish father.
After studying fashion at Ryerson University in Toronto, she took part in Vivienne Westwood’s stage in London.
In 2003, after graduating from the Royal College of Art, he went to New York where he worked for Diane von Furstenburg before returning to London and launching his own brand. Erdem today is sold in over 170 stores and in 2015 the brand has opened its flagship store in Mayfair.