Fashion collaborations are more rampant and fast becoming the norm. Early this year, Canadian and Turkish designer, Erdem Moralioglu and Swedish fast fashion retailer H&M announced a collaboration, the fashionistas kept their debit cards safe and patiently awaited the debut of this collection by two fashion companies.
According to Erdem, when he got the call from the high street label, he invited H&M to his studio were he showed a film directed by Bruce Weber. The film showed young people invading a country house in disheveled tuxedos, girls running around in trainers and bias cut gowns and boys wearing t-shirt, Erdem loved the idea of the kind of informality and formality the film brought to live.
After all the anticipation, the brand released a lookbok which was photographed by Micheal Pudelka. The photographer is known for his dreamy and top notch fashion campaigns.
The collection has a lot of androgyny and fluid feel to it, as young lady’s are also seen putting on the blazer and pants that have a manly look and feel to it. It is filled with a lot of floral designs and floral are major elements in the styling of the set and shoot. This fashion collaboration is not H&M’s first collaboration ], in time past the brand has had successful partnerships with designer brands like, Balmain, Kenzo, and Alexander Wang. Although this collection has not been released, loyal consumers of the brand can not wait to get their hands on the pieces. See full lookbook below.