Erdem Hits H&M

The day finally arrived. Erdem x H&M: hit shops yesterday, and here’s what you need to know about this autumn’s most-talked about high street collection

Canadian Erdem Moralioğlu, is the most recent designer to be recruited to create a collection for high street giant H&M.

As with previous designer collaborations with the Swedish brand (Kenzo, Balmain and Versace included), this collection has been the source of much excitement since the release of the campaign imagery last month.

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Erdem has created not only affordable versions of his signature romantic womenswear for the H&M collection, but has also turned his hand to menswear for the first time. And while some pieces from past collaborations have been criticised for being cheaper versions of their catwalk counterparts, the Erdem x H&M collection doesn’t disappoint.

I like the leopard coat and full-length lace dresses- as they have equal potential to stand out on a woman in her twenties as on someone in her seventies.

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You’ll be able to buy the collection in the following stores: Oxford Circus, Oxford Street East, High Street Kensington, Manchester Market Street, Regent Street, Westfield White City, Glasgow, Westfield Stratford and College Green, Dublin.

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If you’ve ever tried to bag yourself some bits from previous designer collections at H&M, you’ll know that queuing really does pay off. Even those who never queue have been known to line up outside the H&M store on Oxford Circus at the crack of dawn. If you can’t bring yourself to do it, then you might still have success online if you’re quick. (But be prepared for the H&M’s website to be slower than usual).

For those of you in Ibiza and Mallorca – get online asap

www.hm.com

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