We can track the current influx of designer collaborations, in which two brands collaborate on a capsule collection, back to the launch of H&M’s first collection with Karl Lagerfeld in 2006. The recipe has remained the same in essence: high street brands acquire the cool-factor and dedicated fan-base of a high fashion designer; the designer’s, in exchange, get to experience producing in vast quantities and reach previously unattainable clients globally. Once a high street phenomenon, the collaborative spirit has since descended onto luxury too, with Supreme’s extremely-hyped partnership with French luxury brand Louis Vuitton being the latest of high-profile collabs that produce revenue simply in its virtual hype-factor (update: LV just announced it will be cancelling all future releases of the line!)
The latest in line is ERDEM, the British fashion brand known as a favorite amongst celebrities. Founded in 2005 by Canadian-Turkish designer Erdem Moralioğlu, the brand is known and loves for its romantic take on English historicism, a sensibility he continues to nourish from his London atelier. The H&M collection will see the designer revisit some of his most iconic collections and styles, while also, for the first time in the history of the brand, see the production of a menswear collection (same strategy has been employed by past H&M alumni – with great success). As an extra additive to this happy marriage, Erdem hit up the equally ethereal director Baz Luhrmann to work on the video campaign for the collection, of which a snippet has already been released. Luhrmann has directed ornamented neo-classics such as Romeo + Juliet, Moulin Rouge! and more recently The Great Gatsby – and as such, seems like a perfect aesthetic match for Erdem. “I’m proud of the collaboration with H&M, and the chance to explore my work on a whole new scale, particularly with the men’s collection, which is a first for me,” the designer commented on the occasion of the announcement. It’s also a big pleasure to collaborate with Baz Luhrmann, one of the most colorful director’s of our times.” The collection will be available in stores and online by November 2nd.
For more information, see H&M