What To Buy From The Erdem x H&M Collection

Mark your calendars for November 2 – the day the anticipated H&M collaboration with Canadian designer Erdem launches worldwide in select stores and online.

The Erdem x H&M collection marks the first time the Swedish retailer joined forces with a Canadian designer for one of their major collaborations. H&M pioneered the fast fashion retail concept of procuring a big-name fashion designer to design a limited edition and exclusive capsule collection with budget price tags. Their past collabs with designers like Karl Lagerfeld, Donatella Versace, Stella McCartney and Marni ignited a shopping hysteria around the globe, with over-night lineups and the collections selling out in a matter of hours.

Born in Montreal in 1976 to an English mother and a Turkish father, Erdem Moralioglu studied fashion at Toronto’s Ryerson University and London’s Royal College of Art with stints in New York working for Diane von Furstenberg. Establishing his namesake label in the British capital in 2005, he became known for ultra-feminine designs which mixes modern textiles, rich colours and delicate florals. The Erdem label has garnered a list of high profile devotees that includes Kate Middleton, Michelle Obama, Nicole Kidman and Keira Knightley.

While an Erdem dress might retail for several thousand dollars, prices for his collection for H&M will start from $29.99 and go up to $299 but will still feature those sought-after signatures – romantic florals, feminine shapes and intricate details. The H&M collaboration will also feature some menswear – a first from the designer.

Lest you think the Erdem x H&M collection is suitable only for youthful trendy types, most of the collection can be worn by just about anyone, regardless of age. Case in point: while the campaign features a bevy of beautiful young models but also the regal looking 67-year-old British actress, Dame Harriet Walter.

An accompanying short film, directed by Baz Luhrmann – the filmmaker behind such visual feasts as Moulin Rouge, The Great Gatsby and Romeo & Juliet – perfectly captures the romantic flavour of the collection. Starring a slew of up-and-coming British actors, alongside models and the veteran Walter, the mini-movie involves a love triangle at a dinner party at a crumbling but magical English estate – think Brideshead Revisited with a touch of Miss Havisham’s Satis House.

While lush florals are a keynote in the collection, there is also a nostalgic vibe with items like lady-like top handle bags and sweet bow earrings. But there is also a touch of modernity with cool sweat shirts and floral print sneakers. Whatever you pick, it’s suitable for the up-coming holiday season and beyond.

Some tips on how to secure a piece of this collection: Not all H&M stores will be stocking this collab so check the H&M website to see the list of select stores. If you can’t make it to a store, aim to shop online as the clock strikes November 2nd. Because of the craze of past blockbuster collections selling out rapidly, only to turn up on eBay at inflated prices, the retailer limits how many pieces customers can buy. Because of the frenzy, most customers couldn’t be bothered to wait for fitting rooms, hence don’t try the clothing on for sizing. Therefore check back in the store a day or two later and you might get lucky with returns.

Scroll through our slide show below for a selection of our favourites from the Erdem x H&M collection.


This sophisticated floral suit (there is a matching pant, sold separately) is surprisingly versatile and a worthy investment. The black background and elegant cut makes it a wardrobe workhorse that can tick off a variety of events on your calendar. Perfectly suitable for a holiday luncheon, a chic cocktail party, a formal dinner and a winter wedding. If you’re not tired of it by then, break the suit up and dress the jacket down with jeans and white tee.

Floral jacket, $199, matching pant (not shown), $149.



A rich berry colour and bold graphics makes this cozy men’s sweater work for casual days at the office or at a casual get together during the holidays.

Men’s sweater, $149.

Give it as a gift or keep it for yourself. A floral scarf is a classic and can be worn a multitude of ways. While it always looks elegant around your neck, why not try it tied Grace Kelly-style on your head or tied on the handle of your handbag.

Silk scarf, $69.99.



Your black winter coat has – and will continue – to serve you well. But sometimes, during those dull grey – and balmy – winter days, you need a cheery pick-me up. And what better way to announce to the world that you’re dreaming of blooming gardens than this striking floral print coat?

Floral print coat, $249.

If he’s heading for a cruise, a beach vacation or some tropical destination this holiday season, he needs to pack something more than a t-shirt. This floral print shirt has all the cool comfort of a cotton t-shirt but looks stylish enough, when paired with a dark pair of jeans or long pants, to wear out at night.

Short sleeve floral print men’s shirt, $99.

The top handle hand bag is a classic and is a style favoured by the Queen. It conveys a certain amount of elegance and lady-like attitude – attributes which often over-looked in these fast moving times but always noticeably welcomed and appreciated.

Handbag, $299.

Every time you glance down at your feet, even while standing on a salt-stained sidewalk, you’ll be reminded of a dreamy meadow. If that’s too far a stretch for the imagination, well, at least take comfort in the fact these slip on sneakers should add a stylish touch any outfit. Wear them with jeans or even a dark pant suit.

Slip on sneakers, $149.

Your practical puffy parka can put a damper on your efforts to get dressed up for a night out during the winter months. Behold the solution; a Mrs. Robinson inspired leopard print faux fur coat that is elegant and stylish – and cozy.

Faux fur coat, $249.