H&M x Erdem’s Secret Garden

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This post is also available in: Bulgarian

This collection is too different but not that much. It’s sensual and feminine, but also very daring. It brings some inner sense of nostalgia for the spring, while you can feel the presence of the autumn in it. The collection offers a different approach by H&M, though it’s what we typically expect from Erdem, and it’a bold step for both brands. Surely you have already heard and seen examples of it, but you haven’t had the chance to feel the dresses yet. It is only then, when you can truly experience the notion of this collection, and I promise that you’ll find it amazing.

You know, it kind of reminds of the “Years & Years” song that plunges us into H&M x Erdem’s ad “Just one look it took. My heart has been hypnotised.” Having said that, it’s hard to choose just a favorite item from the collection. Most of the apparel is generally practical and can safely overtake your current wardrobe, or can somehow transcend you to past eras. The style stands for a true test and challenge, as it bears the handwriting and soul of its author. That’s exactly what we tried to recreate with our presentation. Again, out of our comfort zone, just as Erdem feels, we’ve made an experiment, a risk that has many faces. My story with #erdemxhm is now starting. Enjoy it and don’t miss the other models from the collection that will make their debut on November 2, when ERDEM x H&M comes out in selected stores and online.

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Photos & Retouch – Ioan Kralev and Kaloyan Hristov

Makeup – Nadya Sivkova make up

 

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