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Beloved by everyone from the Duchess of Cambridge to Keira Knightly, London-based design house Erdem is known for gorgeous floral gowns, romantic touches of lace, textured fabrics, and an overall ethereal vibe. Judging from what we saw at the collection preview, it’s fair to say the brand’s new collaboration with H&M, which is available to shop now, won’t disappoint fans.
Designer Erdem Moralioğlu did a stand-up job of translating Erdem’s high-fashion aesthetic into what might be H&M’s most wearable designer collaboration yet: Think pinafore dresses, tweed sets, and romantic floral prints galore. While the clothes feel completely representative of the fashion house, thankfully, the prices aren’t. (Erdem’s main line can boast price tags upwards of $3,000 for a floor-gazing dress.) Instead, the collection ranges in price from $35 for a T-shirt to $299 for a really beautiful long-sleeved, high-neck black lace dress.
In addition to several beautiful dresses, you’ll find silk and lace blouses, pajama suiting, patterned sweaters, tweed separates (including a Cher Horowitz-esque skirt for $99), wool-blend pants ($129) with a matching double-breasted blazer ($199), and some really gorgeous outerwear priced at $249. There are also a few more everyday pieces like floral-printed T-shirts and logo sweatshirts for $35 and $69, respectively. Overall, the collection offers a broad appeal, with the potential to work just as well on twentysomethings as it would a woman in her 70s, for work or for play.
While we’re more focused on scooping up the women’s items, it’s worth noting that this collaboration with H&M marks the first time Moralioğlu has designed for men. There are strong suiting pieces, mohair sweaters, simple button-down shirts, and some items that almost mirror the women’s selection, including a really chic pajama-inspired top and bottom set. The outerwear is just as good (if not better) than the women’s, with heavy blazers, a lined parka, an all-over-floral sport jacket priced at $99, and a faux-sherpa patchwork jacket for $129.
You can now shop the collection online until it sells out (you may experience some wait time getting to the collection’s landing page, so you might just want to click directly through to a product you like below). Note that locations in bigger cities will have higher quantities, but it will all be super limited regardless of where you go. You can find information on participating stores, day-of rules, return policies, and more right here.
As with any buzzy collaboration, there’s already a bunch of sold out stuff. The best approach is to know what you want ahead of time and go directly to it, whether you’re in a store or shopping online.
Below, we’ve pulled together some of the obvious stand-out pieces along with some of our persona favorites to help you narrow down your shopping list.