ERDEM X HM is the dose of British Nostalgia you didn’t know you need
By now you probably all know that I love cliches as much as any dame does. So when I first saw that the ERDEM x HM collection will be sporting floral prints I was In sheer ecstasy. Even Miranda Priestly is impressed, these florals didn’t come in spring!
After a brief session of brainstorming, I grabbed my 2 indispensables, Claude and Costri, and did some breaking and entering where we found this upliftingly desolate place, overgrown with greeneries turned reddish-brown for the debut of fall. I’m fascinated with things that you can’t tell if they’re 50 years old or 100 years old or completely new.
Now, after this small behind the scenes moment (after which I came to realise I’d be a lousy cat burglar) let me give you 5 reasons why you should own at least 1 item from the new collection.
1.) These clothes have the potential to become treasures passed down from generation to generation. The detailing work is marvellous and the quality of the clothing is top notch. And the craftsmanship of the embroidery is to die for.
2.) The florals. The. Florals. Erdem being charmed by the British countryside, you won’t find him doing heavy/baroque prints, but rather simple ones, that (at least in my case) bring back nostalgic memories. The delicate snowdrops on the satin pieces and the very rough yet elegant bouquet of wild flowers reminds me of my childhood, in tones of sepia.
3.) The cut, mix of fabrics and overall quality of the clothes is irreproachable and they really feel like luxury ERDEM pieces.
4.) Some of the items – such as the twin peaks inspired pullovers, the lace blouses or the white shirt with the frilled collar – are timeless. The only trend they follow is your own and you’ll be able to mix them with anything.
5.) OH MY GOD THE ACCESSORIES ARE SO FREAKING PRECIOUS AND DELICATE! You know I’m a sucker for brooches, earrings and bags. My favourite items are the faux croco embellished bag, the pearl earrings with the crystal bow and the bow brooch.
But what I love the most, in the end, is the melancholy that these clothes simply ooze. For me, it makes them feel like a means to escape to a hidden place in the past where I can roam freely with my thoughts.
Oh, PS. Did you see the short movie for the collection directed by Baz Luhrmann? I saved screenshots from the video to paste them on my inspo board for my mansion. I wanted to recreate the set in our showroom but Claude threatened to strangle me with ivy should I try. 🙁
The collection will be available for purchase starting November 2nd at 9AM, exclusively in the H&M Store in Baneasa Shopping City, and online at 10AM on hm.com