erdem x hm collection floral coat


erdem x hm collection outfit

erdem x hm collection floral outfit

erdem x hm collection floral coat

erdem x hm collection floral coat

erdem x hm collection floral set

erdem x hm collection floral coat outfit

erdem x hm collection floral coat

erdem x hm collection floral set outfit

Back in 2004, H&M announced it was going to create its first special collection together with a designer to make the two worlds  - high end & high street - connect, because design isn't a question of price. H&M has done a great job making inexpensive desirable and since then, each fall this global retail brand has collaborated with a fashion house / designer. Someone completely unexpected to surprise customers and allow them to experience a totally new world. A series of collaborations that started with Karl Lagerfeld and has featured designers and fashion houses like Versace, Jimmy Choo, Isabel Marant, Balmain, Kenzo and Stella McCartney to name a few, is now ready to reveal it's newest addition to the collaborations and share a collection made together with Erdem.

Founded in 2005 by a Canadian / Turkish designer Erdem Moralioglu, the namesake brand Erdem is known for its floral prints and attention to detail. This romantic British label celebrates versatile yet powerful femininity and uses different textiles, vibrant prints and details to mix the delicate with the bold. For the Erdem x H&M collection, Erdem created a full collection of totally new pieces instead of re-launching some of his best designs from the archives like many other previous designers have done. Though everything is new and specially made for the collaboration, the core of the brand and its feminine floral prints and details remained.

I know some people aren't really big fans of floral prints and lace... Well, I'm definitely not one of them hehe! Which is why Erdem's collection for H&M is right at my alley😊 Now, when I first heard of the collection, I was anxiously waiting for some images to arrive to see what the collection will be like. So you can only imagine my happiness when about a month ago H&M contacted me and asked me to collaborate with them on this project here in Estonia and put together my favorite pieces from the collection and create 3 looks for you guys. Of course I said "yes" without any hesitation💜

The collection is truly beautiful with a mix of feminine as well as more casual pieces you can easily mix & match. For my first look, I wanted to really enhance the rich floral print and went all in with it, dressed in head to toe florals. And as if there weren't enough florals yet, we shot these images in an actual flower shop! 🌺🌺🌺

Photos: Meisi Volt
Make-up & Hair: Marii Lotta

*Wearing everything from ERDEM x H&M collection🖤 Available in stores & online November 2nd.


  1. That is such a cool outfit! I love all the flower details.

    1. Thank you so much Courtney! This whole collection is really gorgeous <3