ERDEM and H&M, after teasing their collaboration with a video earlier this summer, have unveiled their unique new lookbook that was created by celebrated photographer Michal Pudelka. Pudelka emboldens the collection through the use of different elements and designs, such as flowers, while managing to capture the essence of the two brands.
The photographer had this to say about his recent work, “ERDEM x H&M is a collection that really spoke to me, and I wanted to create for it a lookbook with a twist. I love to add elements of surprise and surrealism, and thought of details to enhance the atmosphere, like flowers being handed to the model from out of frame.” Pudelka’s shots have definitely managed to capture the “old British charm” that both ERDEM and H&M pride themselves on representing. Erdem himself commented, “it was such a pleasure to see how Michal translated the mood of the collection and I love how we played with different elements.”
Be sure to check out the florally-inspired lookbook above. In case you missed it, check out this week’s hottest product drops.