Since launching in 2005, the RCA graduate’s catwalk shows have become one of London Fashion Week’s hottest tickets. Erdem is the designer of choice for tastemakers such as Alexa Chung and Keira Knightley, and has become a go-to for both the Duchess of Cambridge and her younger sister Pippa.
To bring the collection to life, H&M and Erdem worked with filmmaker Baz Luhrmann (of Moulin Rouge! and Romeo + Juliet fame) who brings his instantly recognisable aesthetic to a campaign film, teased in a short clip revealed today.
‘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. It’s also such a thrill to work with Baz Luhrmann, one of the most important storytellers of our time,’ the designer said.
Erdem with Baz Luhrmann and H&M’s Ann Sofie ohansson
‘For me, fashion is always about more than just clothing, it is a form of expression – a standalone art form,’ added Luhrmann. ‘I am excited to be collaborating with Erden and H&M to reveal the story of this unique collection.