It’s only fitting to celebrate the launch of ERDEM upcoming collaboration with H&M with none other than a garden-themed party considering that the whole collection derived its inspiration from English countryside getaway. The star-studded event was held on October 17th in Los Angeles and Kirsten Dunst, Kate Bosworth, Tiffany Hwang (Girls Generation), Alexa Chung and Zendaya were among those in attendance.
The Ebell women’s club was transformed into an English botanical garden with beautiful flowers and plants sprouting along the runway. Celebrities, influencers and fashion press from all across the world were treated with a fashion show featuring pieces of the collection. To tie up the romantic looks, Beauty Artist Isamaya FFrench lent her magic touch on the models using products from the H&M Beauty selection.
Synonymous with versatile yet powerful femininity, the designer is inspired by the romantic dresses he saw in English films, his father’s coat that his mother draped over her shoulders and the ’90s fashion seen in TV and music videos. Florals are abundant but what might catches one’s eye is a sleeveless black sunray plisse dress from his first ever collection that is given a new look and another sleeveless frock with cutaways at the waist in a multi-colour jacquard like a wildflower meadow.
It was the first time ERDEM has ever put out a men’s collection on the runway and you can sense that the thrill is double. For his first ever menswear collection, ERDEM man up with sharp yet poetic twist on men’s staples such as herringbone suits, tweed coats and the go-to hoodie. In the mix are sharp tailoring from his father’s suits and coats, fleeces that will come in full function during cold Canadian winters and the notable florals as a nod to English countryside.
Guests were also treated to a live performance by Grimes in a room decorated with flowers and given the chance to be the first in the world to own a piece of the collection at an pop-up shop.
On another note, we were invited for an exclusive preview of the collection ahead of its launch in Malaysia. Check out the close-up shots below and see which of the bunch would you want to cop.
ERDEM x H&M Collection will be available in H&M Lot 10 and H&M Avenue K as well as on hm.com from November 2nd. In-store purchase starts at 8am while online goes live at 5pm.
Source: H&M & Getty Images
