When Swedish fast-fashion retailer H&M announced back in July that its next designer collaboration would be with London-based label Erdem, helmed by Canadian and Turkish designer Erdem Moralioglu, it wasn't exactly a subtle affair. The capsule was teased with a fantastical Baz Luhrmann film that no doubt piqued the interest of many Erdem enthusiasts.
On Thursday, the brand released a lookbook, photographed by Michal Pudelka, who is known for his dreamy fashion campaigns. "Erdem x H&M is a collection that really spoke to me, and I wanted to create for it a lookbook with a twist," he said in a release from the brand. "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."
H&M's designer collaborations are always highly anticipated, and this latest follows on the heels of other massively successful partnerships with labels like Kenzo, Balmain and Alexander Wang. But now that we're finally getting a glimpse at what, exactly, the Erdem collection will include, it's safe to say that it doesn't disappoint.
Click through the gallery below to see the full lookbook.
H&M has also released images of the full, 87-SKU collection, which includes tailored outerwear, prim-but-romantic dresses, animal prints and oh so many florals (natch), as well as handbags, jewelry (rhinestones and bows abound), shoes and even hosiery. For the first time, the retailer's designer collaborations will include men's wardrobe offerings, marking Erdem's menswear debut.
Click through the gallery below to see every piece in the collection.