PRINTS CHARMING: Hennes & Mauritz AB is linking up with London-based fashion brand Erdem for its next designer collaboration, and has tapped director Baz Luhrmann to create the visuals for the campaign.
The capsule line, including designer Erdem Moralioglu’s first-ever collection for men, will go on sale on Nov. 2 in selected H&M stores as well as online, the Swedish high street giant said in a statement on Thursday.
Known for its use of experimental textiles, vibrant prints and detailed craftsmanship, Erdem has a devoted celebrity following, with fans including the Duchess of Cambridge, Keira Knightley, Alexa Chung and Samantha Cameron.
For his women’s and men’s designs for the fast-fashion chain, Moralioglu will reinterpret themes from some of his most celebrated collections, incorporating historical references and personal narratives, H&M said.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,” said Ann-Sofie Johansson, creative advisor at H&M.
Born in Montreal to a Turkish father and an English mother, Moralioglu won International Canadian Designer of the Year at the Canadian Arts & Fashion Awards in April. In 2014, he was named the British Fashion Council’s Women’s Wear Designer of the Year.
“I am so happy to collaborate with H&M, and to explore my work on a whole new scale including a men’s wear collection which I have never done before. It’s also such a thrill to work with Baz Luhrmann, one of the most important storytellers of our time,” he said.
Luhrmann, whose film credits include “Romeo + Juliet” and “The Great Gatsby,” has previously directed commercials for Chanel’s No. 5 fragrance.
“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,” the director said.
H&M has driven throngs of shoppers to its doors with ingenious, if eclectic, designer and celebrity collaborations since its first upscale design effort with Karl Lagerfeld in 2002. Past holiday collaborations have been with the likes of Kenzo, Balmain, Versace, Maison Margiela, Lanvin and Stella McCartney.
An accomplished designer, Moralioglu has also proven himself a shrewd businessman in a city known for its struggling — and perpetually cash-strapped — design talent.
He is the sole director of his independent company, which in fiscal 2015-16 had revenue of 9.5 million pounds, 20 percent higher than the previous year, according to the latest available figures.
Moralioglu keeps the business simple, turning out easy, feminine silhouettes — often with lush patterns and textures — season after season and hosting trunk shows worldwide where he engages directly with customers.
He is a go-to dress designer, with a stand-alone shop in Mayfair at 70 South Audley Street, and stockists including Net-a-porter, Saks Fifth Ave., Neiman Marcus, Barneys New York, Le Bon Marché, Galeries Lafayette, La Rinascente, Gio Moretti and Harvey Nichols.
He is also an avid art collector and philanthropist.
In 2015, he celebrated 10 years in business by raising money for the British Fashion Council’s Education Foundation, which saved him from dropping out of fashion school, granting him a scholarship when he couldn’t pay his fees.
He created a book with Sølve Sundsbø who shot 10 looks from Erdem’s 10 years in business. The limited-edition book was printed and produced by Smythson, and bound in an early Erdem signature print fabric.
He said he’s constantly looking to art for inspiration. “It can often be a catalyst for what I’m exploring for the season,” said the designer, who started collecting art about a decade ago. His collection includes works by Wolfgang Tillmans, Rineke Dijkstra, Candida Höfer and David Hockney.