Suhad Shtayyeh
Amman, October 31, 2017
by Suhad Shtayyeh

The Wait is Almost Over for H&M’s Next Designer Collaboration


It feels like yesterday that H&M were announcing their next collaboration, this time with British designer Erdem.In fact it was more than 4 months ago on July 13, 2017, and it may have been a long wait for those die hard Erdem fans looking for a less expensive price bracket.




Well the wait is almost over, the highly anticipated collection officially launches online and in select stores on November 2, 2017.The 36 piece women’s ready-to-wear and 14 piece accessories collection (there is also a men’s collection) is expected to fly off the shelves.The designer of Turkish origin, Erdem Moralioglu described his initial feels, “I was so excited! It's such an honour to join the group of designers who have collaborated with H&M … I had so many thoughts! It made me think there’s something hugely exciting about doing something on such a global scale. I think there’s something democratic about offering what you do to so many people in so many different countries.”


“I was so excited! It's such an honour to join the group of designers who have collaborated with H&M.”




In addition to the fashion, the big reveal includes a short campaign film directed by visionary Baz Luhrmann titled, ‘The Secret Life of Flowers’. The four minute video is set in a romantic country mansion, a perfect depiction of the British brand Erdem.The residence is filled with blossoming flowers, a feature almost always found in an Erdem piece.What is a short story without a tangled web of love however ? A dramatic love triangle unfolds following a lavish dinner party which keeps our focus on the characters and of course on their fabulous clothes that will soon be stoppable at H&M, if we’re fast enough that is…











Oct 31, 2017