See Baz Luhrman’s New Fashion Film For ERDEM x H&M

H&M in many ways put the ‘X’ in fashion collaboration. Their past partnerships with Karl Lagerfeld, Isabel Marant and Balmain (to name a few) brought designer threads to a mass audience while sparking the odd riot at its now legendary pre-shops.

This year we were pleasantly surprised to learn Canadian-raised, London-based designer Erdem would bring his classical, femininity to H&M, and that director Baz Luhruman of Romeo and Juliet, Moulin Rouge and The Get Down would produce a special fashion film to accompany the collection’s release. Naturally we were drawn to New York for the reveal on a blustery but balmy night at the brand’s flagship store.

“There’s something very gentile, civilized and romantic about Erdem’s work that I greatly admire,” said Luhrman in a release. “It feels like we’re living through very harsh times, and I thought this could be the opportunity to make something beautiful.”

The massive Fifth Avenue location was filled with fresh flowers, bouquets hung from the central chandelier, while blooms flooded the stage where Luhrman introduced the short film, “The Secret Life of Flowers,” starring a cluster of beautiful models all dressed in ERDEM x H&M. The film was set at The Grange at Northington, a breathtaking example of Greek Revival architecture on the outskirts of London.

“When I talked with Erdem, it was clear that his early ideas of England and Englishness came from his mother, who is English. The family lived in Canada at the time, and his mother instilled in him this love of romantic English films, like those of Merchant Ivory. That was a really good starting point for coming up with the story set in this grand country home.”

The short film tracks young Adam who is taken to the Grange by his friend, where he falls in love with said friend’s sister, and pulled into a mysterious love triangle. The home is engulfed in flowers, much like the H&M location in New York. Back at the party trays of champagne and wine were handed out while a makeshift bar served out punch with floral ice cubes. After the screening, the band Years and Years, who score the film, took to the stage for a live performance.

As for the pre-shop, yes, it was a bit scary dodging and watching as people ran about grabbing clothes or snagging hangers on one another’s outfits or bags, but judging from the tunic and dress we scored? Worth it.

See Baz Luhrman’s “Secret Life of Flowers,” here.

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