?Pieces that are going to last?: Erdem x H&M collection hits stores

Posted by dorisfhesse on November 3rd, 2017

‘Pieces that are going to last’: Erdem x H&M collection hits stores

Leopard-print coats, pyjama sets and sequinned ballgowns are set to be the signifiers of style this party season if the launch of Erdem’s collaboration with H&M is anything to go by.

The highly anticipated collection went on sale on Thursday morning. And while there were queues from midnight on Wednesday at H&M shops nationwide, far from the pushing, shoving and even police cars seen at its previous launches, a ticketing system – splitting shoppers into 14 groups of 20 with 10-minute time slots from 9am to 12.30pm – resulted in a civilised atmosphere: queuers could get their wristbands, head off to a nearby coffee shop to warm up, and come back at their allotted time.

Erdem Moralıoğlu, who launched his eponymous label in 2005 and has since then dominated red carpets and fashion awards ceremonies around the world, is a favourite with the Duchess of Cambridge and with unofficial brand ambassadors including Alexa Chung and Keira Knightley.

This collaboration, his first for a high-street brand, is not as cheap as H&M’s previous designer collections – prices range from £17.99 for a pair of tights to £229.99 for a full-length lace dress – but is a far cry from his usual price tag which lingers around the £1,600 mark. It also marks Moralıoğlu’s first foray into menswear.

“When I found out that he was doing menswear for H&M only, that’s what made me say, ‘Okay I need to have a piece of that,’ because that may be the only time he’s ever going to do it and it might be a collectable piece,” said Marcio Norborto, 38, a loyal H&M collaboration shopper who thinks this one has raised the bar. “Fast fashion is exciting and nice but I want to buy something that lasts a bit longer.

“When [Erdem] was asked why his pieces were more expensive than other collaborations, he said because he wanted to be true to himself and for it to be the quality he wants. I hope he has stayed true to what he stands for with his brand – that’s what I hope I’m buying.”

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