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H&M’s Next Designer Collab Will Have You Dressing Like Alexa Chung

H&M just revealed its next high-end designer collaboration and it’s with British fashion label Erdem!

Known for its romantic silhouettes and hyper-feminine florals, the brand has been a steady favorite of celebrities and It-girls like Alexa Chung, Marion Cotillard, Diane Kruger, and Kate Middleton and will “reinterpret the design themes from some of his most celebrated collections” for its partnership with the fast-fashion retailer, according to a press release.

In addition to womenswear, the range will include the brand’s first menswear collection, and a campaign film directed by Baz Luhrmann (The Great Gatsby, Moulin Rouge)!

“I am so happy to collaborate with H&M, and to explore my work on a whole new scale, including a menswear collection, which I have never done before,” designer Erdem Moralioglu said in the release. “It’s also such a thrill to work with Baz Luhrmann, one of the most important storytellers of our time.”

The front row at an Erdem show in London

PHOTO: Darren Gerrish/Getty

The 40-year-old Canadian-born, London-based designer founded Erdem in 2005 and has received a long list of awards, including
the first-ever Vogue/British Fashion Council Designer Fashion Fund Award in 2010 and the Canadian Arts & Fashion International Canadian Designer of the Year Award in 2017.

Alexa Chung and designer Erdem Moralioglu at the British Fashion Awards 2015

PHOTO: Mike Marsland/Wireimage

Erdem x H&M will hit select stores and hm.com on November 2. Check out a preview in a clip of the Luhrmann campaign, below.

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東京 University Of Tokyo. Creative Writer & Thinker. Music fanatic. I love my dog. Born & bred in Japan but frequent Los Angeles. Beauty & Fashion is my genre

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