First Look: H&M x ERDEM Collaboration

We’re sure everyone was ecstatic as we were when H&M announced its next collaborator, Erdem Moralioglu. Well here it is, the long awaited collection is (almost) finally here! Acclaimed photographer, Michal Purdelka who has his work published on magazines like Vogue has worked with Erdem and H&M to create a majestic and unique look book for the upcoming collection.

“ERDEM x H&M is a collection that really spoke to me, and I wanted to create for it a look book with a twist. I love to add elements of surprise and surrealism, and thought of details to enhance the atmosphere, like flowers being handed to the model from out of frame,” says Michal Pudelka.

The images from the look book speaks true to what the overall collection is going to be like once it’s released. The magnificent florals essence mixed with feels of the English countryside was successfully portrayed.

“It was such a pleasure to see how Michal translated the mood of the collection and I love how we played with different elements, such as the flowers, to enhance the spirit of ERDEM x H&M even more,” says Erdem.

And we absolutely love it. Take a peek below at a few of our favourites:


The ERDEM x H&M collection will be available in H&M Lot 10 and H&M Avenue K on November 2nd. 


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