Last week Thursday we attended the #ERDEMxHM preview hosted at the Castle of Good Hope, one of Cape Town’s oldest buildings. A collection full of beauty, delicacy and rich details. Think moody florals and tailored lines. The collection is full of covetable pieces that will become timeless wardrobe pieces.
Full of narratives memories and stories, ERDEM x H&M is a deeply personal collection that looks back to the designer’s youth, and to the codes that have defined his work over the past decade. It’s about the romanticdresses he saw in English films, his father’s coat that his mother draped over her shoulders, or the cool style of 90s TV and music videos. To create ERDEM x H&M, he imagined the dream English countryside getaway, mixing gowns with tailoring, functionality with drama, as different generations and backgrounds interpret the wardrobe with each individuals own style.
The collection will launch on Thursday the 2nd November and will be available at the V&A Waterfront and Sandton City. Any specific pieces you desire? I’m drawn towards the oversized hoodies, cotton floral tees and the biker boots with snowdrops.
Dressed by H&M wearing the new ERDEM x H&M collaboration. Sequin slip dress & mohair jumper.
The ankle-strap kitten heel with jeweled flowers decorating the toe.
The biker boots with a Goodyear welted sole and printed snowdrops.
Giggles with Amy Scheepers from Fancy Pants.
Rusty Beukes wears the silk pyjama set from the new collection.
Jackie Burger wears the signature pieces from the new collection: Victorian lace blouse and a wildflower printed full skirt.
COSMO Fashion Director Bev Nates looking like a dream in the new Erdem x H&M collection.
Justin Polkey and his Yasicha T5.
Family portraits with GQ’s fashion director, Jason Basson. Both of us are dressed in the new Erdem x H&M collection.
Marie Claire fashion director, Tarryn Oppel, looking stunning.
*All photographs by Niquita Bento
Last Thursday night H&M hosted a VIP shopping experience for fashionistas, celebrities and media. The drinks were flowing and food kept pouring but the shop stopper that evening was the clothing. Everyone was shopping up a storm while Pascal & Pearce, DJ Zinhle and DJ Ready kept energy levels on an all time high.
On Friday afternoon a handful of local bloggers were selected to meet Catarina Midby, Head of Fashion and Sustainability Communication for H&M, for a private and intimate walk through the store. Catarina shared the season’s key collections and introduced us to all the different departments key to H&M. It was a great opportunity to have the store to ourselves and really take in the collections on offer.
Finally on Saturday morning at 10am the doors to the new 4700 square meter H&M flagship store were opened to the public. Don’t worry Joburg, you turn is coming too, on the 7 November H&M will be opening a second store in Sandton City.
For the VIP launch party on Thursday night I wore the H&M leather bib overalls from their latest Studio Collection teamed with a glittery turtleneck also from H&M. (Both are currently available in store.) I loved the contrast of rock n roll leather with feminine glitz. Think early 2000 Charlie’s Angels meet 70’s Charlie’s Angels.
I opted for a nude make up look as to not steal attention away from the outfit and sleeked back hair to show off my statement earrings.
So who’s already been to the new H&M and what’s your thoughts on H&M finally opening in South Africa?
Photos by Justin Polkey