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Abu Dhabi, UAEMonday 18 June 2018

H&M announces collaboration with luxury label Erdem

The London-based fashion house will unveil its first men's line for the H&M capsule collection this November 

Portrait of Erdem
Portrait of Erdem

Sharpen your elbows and circle your calendars: come November 2, high-street brand H&M will carry a capsule collection by luxury label Erdem.

The collaboration with the London-based brand, founded by Canadian-Turkish fashion designer Erdem Moralioglu, is the latest in a long line of tie-ups orchestrated by H&M, and follows in the footsteps of Karl Lagerfeld, Versace, Kenzo and Lanvin.

Known for its gloriously feminine take on womenswear, Erdem has gained a devoted following for the romantic and timeless feel of its designs. His clothes have been worn by the likes of Cate Blanchett, Emma Watson, Anne Hathaway, Keira Knightley and Sarah Jessica Parker. The pretty and elegant pieces are known for seamlessly blending vintage florals with modern silhouettes. In a first, however, Erdem will also be unveiling a men's line to accompany the women's collection this November.

Speaking about the project, Moralioglu said: “I am so happy to collaborate with H&M and to explore my work on a whole new scale, including a menswear collection, something I have never done before."

As part of the launch, Romeo and Juliet director Baz Luhrmann has been brought on-board to create the campaign's film. Although no details have been revealed about the clothes, from the tiny glimpses in the teaser video, below, it looks like we can expect flowing floor-length dresses for women and silk pyjamas for men.

Stay tuned for updates.