2 Posted by - November 7, 2017 - FASHION

H&M introduced their highly anticipated designer collaboration ERDEM x H&M that includes womenswear and the designer’s first ever menswear.

They celebrated the upcoming launch of the exclusive designer collaboration #ERDEMxHM at Cape Town’s oldest building, the Castle of Good Hope.

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Full of narratives memories and stories, ERDEM x H&M is a deeply personal collection that looks back to the designer’s youth, and to the codes that have defined his work over the past decade. It’s about the romantic dresses he saw in English films, his father’s coat that his mother draped over her shoulders, or the cool style of 90s TV and music videos. To create ERDEM x H&M, he imagined the dream English countryside getaway, mixing gowns with tailoring, functionality with drama, as different generations and backgrounds interpret the wardrobe with each individuals own style.

Watch the ERDEM x H&M cinematic short film created by Baz Luhrmann, director of Romeo + Juliet, Moulin Rouge! and The Great Gatsby here.

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In a world exclusive, Erdem has created his first ever menswear collection for ERDEM x H&M, inspired by childhood memories, his design signatures and Erdem’s own personal style. Sharp tailoring has echoes of his father’s suits and coats, fleeces were a functional necessity of cold Canadian winters, while expressive florals show Erdem’s love of the English countryside. It’s a complete wardrobe that’s totally unique to H&M, with Erdem’s sharp and poetic take on menswear staples – herringbone suits, tweed coats and the perfect hoodie.

H&M launched a collection full of beauty, delicacy and rich details – forever pieces on 2 November 2017 at the V&A Waterfront and Sandton City stores.

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Event Images shot by Niquita Bento

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