H&M teamed up with director Baz Luhrmann to announce their latest collaboration

It’s not every day we get a high-street collab announcement from an iconic director like Baz Luhrmann. Baz, who’s responsible for films like Moulin Rouge to The Great Gatsby, knows his glamour. Not to mention the power of a good costume. So it makes sense that H&M would tap the director to announce the store’s latest designer collaboration: Erdem.

The London-based brand is known for their take on romance — think embellishments, elegance, and plenty of floral. Baz’s video for the campaign captures the English spirit of the brand in a beautiful and unexpected way.


Although we’re not going to know what the pieces in the collection look like until closer to its November 2nd launch, we do know it’s the brand’s first venture into menswear. Erdem Moralioglu, the brand’s founder, told Vogue what inspired this particular collection, which includes his sister wearing a tweed jacket with a tea dress and sneakers. Or what his parents were wearing back when they met in the ’60s. The inspiration also extends to a timeless piece that you’ll get to wear forever. The designer told Vogue,

“Seriously, though, I’ve seen it as something that is the opposite of what you’d associate with fast fashion. I want it to be pieces you’ll be wearing in 10 years’ time, as women do with my own clothes.

In the video, we see two people running through the English countryside, clad in Erdem florals. It’s simultaneously mysterious, inviting, and nostalgic.

If you’re a fashion lover who wants to get lost in a floral fantasy, then make sure to mark your calendars because you won’t want to miss this collection.

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