Arguably the biggest fashion collaboration of the year, every year, H&M are masters of creating hype and buzz with whomever they choose to tie-up with. This year was the turn of British/Canadian designer, Erdem Moralioglu, just don’t ask me to say his full name, so they stuck to just “Erdem”, luckily, and they approached things differently.
Left - Short Sleeved Shirt - £69.99
Usually you don’t get to see the full collection with prices before the big reveal, and often the collection is a seen as a “greatest hits” type homage to the brand rather than bang-on-the-fashion of the season or what customers are currently buying.
H&M held a preview fashion show in L.A. a couple of weeks ago to selected press, they released images and prices of the full collection and they held a preview shopping evening for press and the public the evening before it hits stores, this week, at the glamourous and spookily beautiful Freemasons' Hall in Covent Garden.
Erdem has never sold menswear before so it was a first, and his floral signature is definitely in vogue, ATM, thanks to Gucci. This collection is basically H&M’s nod to Gucci’s current aesthetic and hedges their bets with a public who may not know the Erdem name or care.
The queues for Freemasons' Hall was full of London’s fashion folk. Once inside it was a frenetic grab for items people came specifically to buy. There was no time for browsing.
Right - If you missed or couldn’t afford the Burberry Tudor ruffle neck white shirt, here’s Erdem’s version - £49.99
When you see designer, Christopher Kane, amongst the hubbub of rails and elbows, you feel it won’t take much for his name to be in the running for next year’s collab. (Which would be very good BTW).
After the initial buying panic, the coats and tailoring didn’t seem to be very popular. It was the silk and floral pieces that people wanted and they quickly disappeared. Silk pieces seem to be very much in demand right now - See my favourite from Pretty Green - here - and checking on H&M's UK website you can’t even view the Erdem, page.
This is the right collection at the right time. People are going to be bored of this Gucci look pretty soon, so they’ve timed this collaboration right. The florals aren’t particularly standout, so don’t scream "Erdem X HM". They’re not that memorable which will work in their favour and, let's be really honest, men can never have enough floral silk pyjama sets!
Read ChicGeek Comment Erdem X H&M Menswear here
Left - Pyjama Top - £79.99