Last November, H&M's 2016 designer collaboration with Kenzo brought us 95 pieces of vibrant, beautiful goodness, and one hell of a runway show that we won't soon forget. This year, the Swedish mega-retailer turned to Erdem, the London-based, ready-to-wear brand spearheaded by Canadian and Turkish designer Erdem Moralioglu, for its 2017 capsule, as H&M announced on Thursday. And as if to ensure that Erdem x H&M surpasses the buzz that surrounded recent collaborations with the likes of Balmain and Alexander Wang, this year will be the first that the designer collaboration will include a range for men — the label’s first official stab at menswear.
"I am so happy to collaborate with H&M, and to explore my work on a whole new scale, including a menswear collection which I have never done before," said Moralioglu in a statement.
H&M is also partnering with Baz Luhrmann, who will be directing the campaign; according to Vogue, this will take the form of a mini-movie timed to debut for the Erdem x H&M launch, with a script Luhrmann has written and a cast he’s assembled.
"For me, fashion is always about more than just clothing, it is a form of expression — a standalone art form," said Luhrmann. "I am excited to be collaborating with Erdem and H&M to reveal the story of this unique collection."
Luhrmann's teaser, out now, provides a sneak peek of the collaboration, though its full lookbook won't be released until later this fall. Set in the English countryside two hours from London, the clip shows models traipsing through an estate clad in Erdem's signature prints and florals. While the capsule will surely include more casual pieces and a myriad of accessories — as is the H&M way — it also appears to include some semblance of romantic eveningwear, from floaty tea dresses to printed suits.
Erdem x H&M arrives in stores and online on November 2, with a runway show for the range taking place in October. Watch this space as we learn more, but in the meantime, go ahead and set your calendars. This one’s sure to cause some around-the-block-long lines.