H&M Launches ERDEM x H&M in Los Angeles

Ahead of its official worldwide debut, renowned Swedish high street fashion purveyor H&M and fashion designer Erdem Moralıoğlu hosted a chic soiree to celebrate the launch of ERDEM x H&M capsule collection. 

Held at the historic Ebell Women’s Club in Los Angeles, the star-studded soiree was attended by Hollywood glitterati and style stars, with some of them were decked in Erdem’s exclusive creations for H&M.

Imitating the leitmotif of the designer’s collection – new romance meets English garden – for one night, the club is transformed into an English garden overflowing with a mix of real and surreal plants, shaping its runway.

 On stage, up and coming names such as Malgosia Bela, Guinevere Van Seenus and celebrated runway icon Alek Wek presented the ErDEM x H&M collection to the amazement of style influencers and fashion press from all over the world.

Also spotted on the front row were celebrities Zendaya Coleman, Kate Bosworth, Brandon Thomas Lee, Cordell Broadus, Sylvia Hoeks and Tiffany Hwang. Erdem, who was dressed in a simple blazer and white tee shirt ensemble, was flanked by Australian auteur Baz Luhrman, who is also responsible for the creation of the collection advertising campaign and short film, Catherine Martin and Ann-Sofie Johansson on the red carpet.

“It was such a thrill to see the collection come to life in Los Angeles. It was amazing to collaborate with H&M on these pieces which I’m so excited to share with the world,” says Erdem on the launch of the collection.

On the other hand, H&M’s creative advisor Ann-Sofie Johansson, is thrilled by the materialisation of the collection and the event atmosphere. “Erdem has created for us such a magical world with ERDEM x H&M,” Johansson commented. “The event captured the power of beauty in the collection, a feeling we need in this world now more than ever.”

Call it a quintessentially British collection, the ERDEM x H&M capsule collection of menswear and womenswear pays homage to the 1980’s New Romanticism movement. Once popularised by the likes of British Pop Rock acts namely Duran Duran, Spandau Ballet and Boy George, the collection is replete with the liberal application of ruffled collars and draws a thin line on genderism. 

Florals in bright colours awash on yards of chiffon and satins that are mainly hued in black; tweed suits with modern interpretation and frayed at hem and collar; sensuous use of sheer lace and Victorian fashion nuance; and tightly knitted woollen cropped woollen sweaters with raised patterns highlights the womenswear collection. 

For the first time too, Erdem staged his menswear collection at the show with highlight pieces include slim-fitting tailored pieces drenched in British florals, skinny trousers, double breasted printed suit with sheen texture, and the inevitable Shakespearean ruffled standing collar on white button-front shirt. French makeup artiste Ismaya Ffrench took the dolling-up helm using beauty products from the H&M Beauty range.

As the evening is still young, Canadian singer Grimes and her band seized the stage and entertained the guests with live rendition of her songs. 

And for one night only, guests were given the privilege to be the first in the world to shop the pieces from the exquisite capsule collection in at an exclusive pop-up shop.

ERDEM x H&M capsule collection will be rolled out globally in selected H&M stores and online stores from 2^nd November onward. Thus said, be prepared to be part of the exciting long queues!

*Photos courtesy of H&M

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