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Erdem hits the high street

Newsflash! Erdem's the latest H&M designer collection and Baz Luhrmann's directed the ad - watch it now.

Holy crap! It’s just been announced that H&M is collaborating with Erdem this Autumn. If I don’t reign in the excitement, I may have to resort to Tenna pants for the next five months. This is big… HUGE, in fact.

It’s not the first big name collaboration H&M has nailed – Isabel Marant, Marni, Stella McCartney, Jimmy Choo, Balmain (to name just a few) have all caused a fashion stampede. But I have longed to own something, anything by London-based designer Erdem Morahoğlu.

Alexa Chung, Gillian Anderson and Kate Bosworth are all Erdem fans

His designs are loved by celebs. Feminine, quirky and often covered in delicate embroidery or a killer print. Alexa Chung and Kate Bosworth are fans… nuff said. Sadly unless I sell a kidney or remortgage the house, I can only drool and trawl the high street for something sort of like it if you squint after a few gins. But not any more.

The capsule H&M collection will include Erdem’s first ever menswear edit alongside womenswear pieces that promise to “reinterpret the design themes from some of his most celebrated collections, playing with the prints, textiles and delicate craftsmanship that have made his name”.

November 2 is now inked in the diary. Multiple alarms set. I will own a piece of Erdemmand just to tease us a little more, Baz ‘friggin’ Luhrmann, Mr Moulin Rouge, is directing the campaign. Check out his teaser trailer below. God knows who they are all running from? I suspect it’s the baying fashion crowd trying to get their mitts on the goodies.

The Erdem collection will be available at selected H&M stores and online.

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