Guests arrived at this spectacular H&M event to find a space fabulously transformed into an English botanical garden. Lush and overflowing, a mix of real and surreal plants shaped the runway and created the illusion of a transplanted acre of English garden. Models such as Malgosia Bela, Alek Wek and Guinevere Van Seenus presented the ERDEM x H&M collection to an audience filled of celebrities, influencers and fashion press from all over the world. The beauty artist Isamaya French created the models look for the show, which included products from the H&M Beauty assortment.
The collection’s romance and sense of narrative was highlighted by the surroundings that empowered the beauty of the color and floral prints. The show also marked the first time ever that Erdem has shown men’s looks on the runway
“Erdem has created for us such a magical world with ERDEM x H&M. The event captured the power of beauty in the collection, a feeling we need in this world now more than ever,” says Ann-Sofie Johansson, H&M’s creative advisor.
Following the fashion show, the guests enjoyed a live performance by Grimes in a room filled with flowers that echoed the ERDEM x H&M collection. Guests were then given the chance to be first in the world to own pieces from the collection at an exclusive pop-up shop.
Other guests at the show included Alexa Chung, Kate Mara, Selma Blair and Taylor Kitsch among others. Erdem at H&M.