HM x Erdem

H&m reveals lookbook for new erdem collaboration

by Stephen Garner

HM x ErdemAcclaimed photographer Michal Pudelka has worked with Swedish fast fashion retailer H&M and fashion house Erdem to create a unique look book true to Erdem’s dialects of beauty to celebrate the launch of the two powerhouse’s collaboration.

Together with Erdem and H&M, Pudelka infused the images with a feeling of Englishness, at the same grand country house where he shot the print campaign and Baz Luhrmann directed his short film for ERDEM x H&M.

HM x Erdem“ERDEM x H&M is a collection that really spoke to me, and I wanted to create for it a look book with a twist,” said Pudelka. “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.”

“It was such a pleasure to see how Michal translated the mood of the collection and I love how we played with different elements, such as the flowers, to enhance the spirit of ERDEM x H&M even more,” added Erdem.

HM x Erdem