Where the runway meets the street

H&M is reprising its string of designers collaborations for another year, and on the heels of last year’s “printastic” collab with Kenzo, the Swedish retail titan has tapped London-based designer Erdem for its latest drop.

While Erdem isn’t exactly a known name among the streetwear cognoscenti, the brand has long been a firm favorite among seasoned fashion insiders, and it’s a womenswear brand known for delicate craftsmanship, enchanting beauty, rich details, a heady approach to prints, and its zany romanticism. There’s no doubt Erdem’s entry into more accessible price points will win it some new fans.

Given that H&M’s designer collaborations offer something for men and women alike, it will be the first time Erdem has produced menswear, too. The brand also has a real penchant for storytelling, so it makes complete sense the brand tapped iconic Australian film director Baz Luhrmann to produce the campaign for this collab.

Luhrmann is known for his rich visuals, as evidenced in some of his best known work, such as directing The Get Down, Romeo & Juliet, and The Great Gatsby among other hits, so it makes sense that Erdem tapped the auteur to produce the forthcoming campaign. You can see a cinematic teaser for Erdem x H&M by Luhrmann below.

For more fashion insight, here’s why we think Céline Dion is a streetwear head.

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  • Main & Featured Image: Courtesy of Erdem
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