H|H Men's Fashion

ERDEM X H&M | The Secret Life Of Flowers

We were lucky to be invited to the prive preview of H&M’s latest collaboration

with Designer Erdem Moralioglu.

Hosted at the picturesque Castle Good Hope, Fashionistas, Models of the moment, Mainstream Media and patrician plebeians like myself were invited to touch, feel and “draai” the latest creations by H&M and the Talented Erdem, formally known in womenswear circles.

Erdem Moralioglu is a Montreal born, Canadian and Turkish fashion designer known for having dressed actors Cate Blanchett, Marion Cotillard, Michelle Williams, Gwyneth Paltrow, Emma Watson, Julianne Moore, Anne Hathaway, Alicia Vikander, Keira Knightley, Rashida Jones, Emma Stone, Linda Evangelista, Jessica Chastain and Sarah Jessica Parker amongst others.

Now, Erdem has created his first ever menswear collection for ERDEM x H&M, inspired by childhood memories, his design signatures and Erdem’s own personal style.

Sharp tailoring has echoes of his father’s suits and coats, fleeces were a functional necessity of cold Canadian winters, while expressive florals show Erdem’s love of the English countryside.

The collection showcases a complete wardrobe that’s totally unique to H&M, with Erdem’s sharp and poetic take on menswear staples – herringbone suits, tweed coats and the perfect hoodie.


Sharp tailoring


Tradition is made modern with sharp suits and winter coats that remind Erdem of his father’s wardrobe.

Neat blazers are in either fine grey herringbone or faint windowpane check, with a ticket pocket to give it a sense of the countryside.

Its insides are lined with black-on-black floral jacquard, with contrast stitching and grosgrain ribbon trim. Matching pants are cut equally sharp and cropped at the ankle.

Winter coats, some in Harris Tweed, are neat and fitted, with removable linings for extra warmth, like those worn by Erdem in his Canadian youth.


Expressive florals


ERDEM is famous for his expressive floral prints, which appear often in this debut men’s collection.

A burgundy zip-up hooded nylon shell has a pattern as if scattered with wild flowers, which also appears on burgundy short-sleeve shirts and khaki green crew-neck 100% organic cotton T-shirts, both with grosgrain trim at the neck.

An 100% silk olive green pyjama shirt and matching wide pants with white piping trim have a more formal floral pattern, like re-purposed 60s country wallpaper.


Men’s essentials


The ERDEM logo is subverted for a black 100% organic cotton men’s hoodie, with the ‘R’ and ‘M’ turned upside-down, just for H&M.

The hoodie is in the softest brushed cotton, and also comes in black printed with florals.

A crisp white Oxford shirt has an exact slim fit, while fluffy mohair sweaters are in vivid blue or a graphic take on Fair Isle.

A faux-shearling zip-up has an air of functionality, while a crisp take on the khaki green Canadian utilitarian parka is the perfect jacket for the city, with a faux-shearling removable lining and zippers in white gold.


Accessories


Slip on leather sneakers are printed with ERDEM florals, while a classic leather Derby shoe has brogue detailing at the toe.

A herringbone tie adds extra sharpness to the tailoring, while floral socks bring charm.

The essential backpack comes in floral print, and floral print silk/cotton or silk/wool scarves add another layer to any outfit.

A jacquard wide scarve and a beanie take on the graphic Fair Isle pattern, and faux shearling leather gloves complete the look.

ERDEM x H&M will be available in around 220 stores worldwide, as well as on hm.com, from November 2.

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