We told you about the next H&M designer collaboration when it was announced in July. This time, it's the British label Erdem, that got to design an exclusive collection for the Swedish fashion house. For a fraction of the cost of a regular Erdem piece, the line will be available in selected H&M stores worldwide and online from November 2nd.
While waiting with bated breath for the launch day, H&M finally released the first pictures of the collection in a beautiful lookbook. For the first time in the history of Erdem, the brand also designed menswear.
With focusing on floral patterns, the label stays true to their roots, with feminine and romantic dresses, pants and shirts. Playful elements as ruffles or bows (the earrings!) and different textiles like jacquard and faux fur also found their way into the collection.
Photographer Michal Pudelka, who created and shot the lookbook, tried to implement the floral topic in the scenes with putting flowers in the model's bags. In a surrealistic atmosphere, the models represent perfectly the aristocratic flair of the London-based label.
Prices of the pieces vary between 19,99 € for a pair of socks and 299 € for a maxi dress. We are excited.