Fashion / Lifestyle / Style

Erdem x H&M AW17

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The fast fashion giant just announced its latest high-end collaboration, launching this upcoming November.

Kenzo, Jimmy Choo, Stella McCartney, Rei Kawakubo, Sonia Rykiel, and now Erdem joins the list. H&M is widely known across the globe for offering affordable pieces, however, fashion enthusiasts also worship the unique collaborations with designers from every corner of the fashion industry.

Starting from a very successful collection, designed by Karl Lagerfeld in 2004, the Swedish conglomerate indulges in collaborating with some of the most talented names in the fashion industry every year.

This marketing and retail strategy does not only increase the brand’s popularity and appreciation, but it also allows the boundaries between different segments of fashion to stretch and mutually exchange characteristics. Simultaneously, the designer in the spotlight can experiment with his or her own creativity and generate a whole new ground for communication with the mass public.

The last outstanding example was the Kenzomania that exploded in 2016 through the H&M stores. Shortly after the collection’s well-promoted launch, the iconographic prints of crazy colours by Humberto Leon and Carol Lim were brightening up the streets of many different cities.

As stated by H&M and the designer himself, this collaboration “reflects and reinterprets the design themes from some of (Erdem’s) most celebrated collections, playing with the prints, textiles and delicate craftsmanship that have made his name”. Furthermore, Erdem added “I imagined a group of characters and friends off to the English countryside for the weekend. There’s a real play in the collection between something decidedly dressed-up and equally effortless”.

So let the countdown begin and, on the crucial day, be ready to grab a signature piece before they all sell out.

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