Collaborations in fashion II: ERDEM x H&M

If a firm knows about collaborations is fashion is H&M. After join Colette, the world’s most famous concept store and the capsule collection of Zara Larsson, the Swedish giant has revealed what we all we waiting for a year: its 2017 collection. H&M collaborate will ERDEM, the flagship of London style and a must-have among celebrities and fashion lovers, to develop their project this year.

ERDEM, a British firm led by designer Erdem Moralioglu, has prepared a women’s clothing and accessories. In addiction, and for the first time in his career, he has made one for men. From what has been discovered so far, this collection will be characterised by floral prints in silk and classic and handmade finishes.

For marketing propositions of this ambitious collection, H&M has had the help of filmmaker Baz Luhrmann, director of films such as “Moulin Rouge” or “The Great Gatsby”. The scene chosen to give life to the fashion film has been the English countryside, the perfect enclave to let go of the fusion of the creative concept of ERDEM and the particular narrative style of the filmmaker.

“Since the first time I spoke with Erdem about the collection, I was captivated by his vision. For the ERDEM x H&M collection, he has created a fascianting world of beauty, delicacy and exquisite details. These are very special pieces that one will always want to wear”

Ann-Sofie Johansson, creative advisor in H&M.

ERDEM x H&M will be available in selected retails as well as in from 2nd November 2017.

There are already 18 annual H&M collections with top brands and designers like Stella McCartney, Roberto Cavalli, Jimmy Choo, Versace, Balmain or Kenzo who have reached the glory and have become one of the brand’s biggest claims. Everything started with Karl Lagerfeld in 2004 revolutionizing the concept of fast-fashion, not only due to the great sales results, but bringing brand awareness and generating a permanent conversation in social media.

Balmain x H&M in 2015, one of the most successful collections that generated endless queues and which hung the sold-out in a matter of hours. Kendall Jenner or Gigi Hadid were their marketing campaign image.

In the world of collaborations, as I analysed in my previous entry Collaborations in fashion I: Supreme x Louis Vuitton, both brands win. For the designer is an opportunity to expand their target audience and become known in the mass market. For the mass distribution brand, this more than marketable marketing campaign gives is a more consolidated brand image and gives its customers the ability to purchase design items at a more affordable price.


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