Yesterday, Ebell club in Los Angeles hosted a party dated to the new collaboration launch. The club and the catwalk were transformed into English botanical gardens – they featured all kinds of plants. Erden x H&M collection was shown to celebrity guests, trendsetters and fashion media representatives from all over the world. The guest list included Kirsten Dunst, Kate Bosworth, Zendaya Coleman, Alexa Chung, Kate Mara, Taylor Kitsch and many others.
Kate Bosworth, Kirsten Dunst, Kate Mara
Baz Luhrmann, Catherine Martin, Ann-Sofie Johansson, Erdem
The looks reflected this magic garden atmosphere, as the new collection is based on a sophisticated color palette, floral prints, fine lace and mesh collars. The collaboration celebrates beauty. ‘Beauty is an overriding force the world needs now more than ever’, Ann-Sofie Johansson, H&M’s creative advisor said.
Designer Erdem Moralioglu feels enthusiastic about collaborating with the brand: ‘It was so exciting to see our collection take shape in Los Angeles. I’m happy with the result of our collaboration with H&M and am eager to share it with everyone’.
Formerly, H&M x Erden issued a touching ad campaign dedicated to their collaboration. The photoshoot by photographer Michal Pudelka became a reflection on a modern family portrait. The campaign was shot in a magnificent country residence with plenty of natural flowers.
Here, you can enjoy the lookbook of the new collection which will be available in H&M stores from November, 2.
Text: Polina Sitnikova
Photo: press-office H&M