Home Fashion ERDEM x H&M is a Match Made in Our Preppy Vintage Dreams

ERDEM x H&M is a Match Made in Our Preppy Vintage Dreams

KUALA LUMPUR, Malaysia – Dainty florals, some classic colours, and a pop of leopard print. We’re in love with Erdem Moralioglu‘s collaboration with H&M and we think you will be too.

Moralioglu’s brand which has been around since 2005 has become synonymous with feminine styles. But that doesn’t mean his designs are girly or basic. We’re talking powerful, feminine imagery. Something women with ambition would wear. That’s something we truly support here at The Binge.

Something about the collection is penultimately English. Preppy without being stiff. A tad formal without being boring. We’re utterly in love.

The Campaign

Acclaimed photographer Michal Pudelka has also created a unique series of images for the ERDEM X H&M print campaign, playing with the idea of family portraits. The images were taken during the shooting of Baz Luhrmann’s short film for the collaboration. Here, supermodels joined the actors in a series of group shots, adding an extra dimension to the ERDEM x H&M world.

“We thought it would be great to do a modern take on classical family portraits, creating characters in ERDEM’s world. The ERDEM x H&M collection really spoke to me, and the working process felt authentic and creatively charged,” said Pudelka.

The campaign stars supermodels Saskia de Brauw, Imaan Hammam, Grace Hartzel, Fernando Cabral, Neels Visser and Tony Ward. Actors Ruby Dagnall, Tom Rhys Harries, Hero Fiennes Tiffin and Harriet Walter joined the supermodel squad. Set in a grand country mansion, always filled with flowers, it emphasizes the beauty and positivity of ERDEM x H&M.

The campaign debuts online on October 17. The ERDEM x H&M collection will also be available at H&M Lot 10 and Avenue K, as well as on hm.com, from November 2. What are you getting? Not to worry. We’ll be helping you decide. Check out some of our favourites in this slide show:

Whichever pieces you have your eye on, we suggest you get there early as this collection is set to be snapped up the moment doors open tomorrow! – The Binge


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