The Next Big Thing - Erdem x H & M By Liat Shaaf

It is all over social media, plastered on web platform magazines, peeping between all the other colorful pics in your Insta feed, and tweeted and re-tweeted to a pulp - H&M announced its next exclusive designer collaboration: ERDEM, the London based colorful, print-prone and wonderfully expressive designer label. H&M also revealed that Baz Luhrmann, the innovative and so-amazingly creative film maker will be the one to breathe life into the collection through his sensitive eyes and lenses.  

 Erdem has designed for H&M a collection for women but that is not all. Guys – you are in for a special treat! Use it wisely, because, for the first time ever, Erdem will design for H&M, a collection for men. We have a feeling the girls will be borrowing some eye candy from the mens collection for themselves... actually, we count on it.

Erdem's set of values is based on the power of beauty, exploring historical references and personal narratives in every piece he makes. For ERDEM x H&M Mr. Erdem Moralioglu is planning to reflect and reinterpret from some of his most celebrated pieces, playing with the prints, textiles and delicate craftsmanship that made Erdem what it is today – a celebrated, celebrity-adored brand.

 So, what could we expect from the so awaited ERDEM x H&M collection? We put our money on feminine, whimsical prints, perhaps florals or paisley, with a modern flare, and a clear narrative running through the collection, making it a whole. And it will probably be timeless, as Mr. Erdem is fascinated with things that "you can't tell if they're 50 years old or 100 years old or completely new".

 While, of course the details for this collection are a well-guarded secret and need a security level higher than any top military facility, the talented designer was willing to reveal that the inspiration for the collection is very personal, interpreting some of the codes that have defined Erdem's work over the past decade. It's also inspired by the designer's youth, inspired by English films, '90s TV shows and music videos he grew up watching. Mr. Erdem shared that one of his inspirations is a video by Bruce Weber for the Pet Shop Boys song about a group of young people at a country house mansion. "It's that idea of a country getaway with boys and girls dressing up and playing with their look, with girls in ball gowns and sneakers, and also sharing a wardrobe with guys." Hmmm... wonder which song that is?

 ERDEM x H&M will be available in selected stores as well as on hm.com, November 2.

Better clear your calendar and make room (so much room) in your closet, girls. Oh, and boys!