It’s only a week before the collection hits stores worldwide, but the world of Erdem x H&M has already been fully realized through its newly unveiled print campaign. Lensed by acclaimed photographer Michal Pudelka, the campaign narrates the ethereal vision of the collaboration through a series of images bearing Pudelka’s dreamy touch.
In them, models Fernanado Cabral, Neels Visser and Tony Ward make an appearance alongside actors Tom Rhys Harries and Hero Fiennes Tiffin. The star-studded cast pose for family portraits against an entrancing backdrop of a country house overflowing with flowers and an old English charm.
“We thought it would be great to do a modern take on classical family portraits, creating characters in Erdem’s world. The Erdem x H&M collection really spoke to me, and the working process felt authentic and creatively charged,” says Pudelka.
The campaign setting is a perfect fit for the collection, which is punctuated by Erdem’s signature floral prints, traditional fabrics and classic details such as pleats, ruffles and ribbons. Timelessness pervades the Erdem x H&M collection; every piece has been designed to be a keepsake with unmatched craftsmanship and premium silks, tweeds and wools.
For the first time, the romantic code of the British fashion label has been specially translated into menswear as well, including everything from coats and hairy knits to hoodies and T-shirts. There is even a floral pyjama suit ensemble that, shining in mulberry silk, has surely materialized from sweet dreams. Accessories have not been forgotten; you can go casual with a pair of floral slip-ons and a backpack, or suit up with a printed silk pocket square and a gray tweed tie.
Come November 2, the ERDEM x H&M collection will be available at H&M Orchard Building and ION Orchard, and on H&M’s website.