ERDEM x H&M: What went down in L.A.
Iconic artists, international fashion stars and models galore. We have all the pics and stories from the epic ERDEM x H&M party.
The top-secret ERDEM x H&M collection is finally revealed to the world. To introduce the exclusive range, a runway show – and subsequent after-party – went down in the historic Ebell women’s club in Hollywood on 18 October. Film stars joined forces with fashion's finest to celebrate the intricate collection in a venue overflowing with flowers, which made us all wonder whether a piece of England had been transported to Wilshire Boulevard or if we'd, in fact, found Eldorado for anthophiles (people who love flowers, that is).
H&M Magazine was on duty to report the most important moments, straight from the flowerbeds.
THE STARS ARRIVE
Even for L.A., the days leading up to the ERDEM x H&M launch were unusually warm, and as always in Hollywood, when the sun sets – the stars come out. On this far-from-ordinary Wednesday, they were dressed in head-to-toe florals, delicate lace and the most romantic dresses imaginable. One of the early arrivals, Kirsten Dunst, rolls up in a cool silky pyjama suit to match the hot night. "Erdem is such a talent," she says on the red carpet: "Even the men's range looks good on me." Minutes later Selma Blair floats by in a black lace dress paired with ERDEM x H&M's bedazzled kitten heels. "I want it all! I know I'll leave immediately after the show to run and shop all the pieces."
ALL HAIL THE FLORALS
Once inside it's hard to not get blown away. "It's amazing," we overhear Kate Bosworth telling a friend as she passes by in a floral frock, being basically camouflaged in the ballroom. "I've probably driven by this place a hundred times and never noticed it before, now it's like he's brought England to L.A.”, she says.
While Hollywood stars mingle with fashion's finest, another set of stunners are getting ready two storeys up. Malgosia Bela, Guinevere Van Seenus, Ruth Bell, Fernando Cabral and Alek Wek are just some of the models selected to present ERDEM x H&M to the world. Alek Wek was spotted dancing both backstage and on the dancefloor once she finished her strut up and down the runway.
THE (SEEMINGLY) NEVER-ENDING RUNWAY
Hollywood A-listers, fashion influencers and the international press are a tough crowd to please. After sipping on champagne and nibbling on hors-d'oeuvres, the doors open to a patio-turned-botanical garden with every seat clad in Erdem's signature prints – and of course – either a fern, banana tree or trellis lining the antique chairs. As model after model after model takes the very long, labyrinth-shaped runway, the sound of Britain (in this case Blur, The Smiths and The Pet Shop Boys) pours out of the speakers, to the joy of Imaan Hammam, Neels Visser and Barbara Palvin who are all showing off their moves. "I'm blown away," says influencer Cipriana Quann.
ERDEM'S VICTORY MARATHON
A runway stretching through four rooms and a garden seating a hundred people is no obstacle for the man of the hour. Instead of taking a bow, Erdem Moralioglu takes a lap. As he speeds up and down and around the different rooms, his fans gaze and hold their phones up high. "It was such a thrill," the design wunderkind says afterwards.
BAZ LUHRMANN'S TIME TO SHINE
The ERDEM x H&M campaign film will remain secret for another week, except for the guests at the Ebell. Director Baz Luhrmann lets us all know that the campaign he's about to show is a trailer for a film that will never be made – unless someone in the audience wants to fund it.
GETTING WHAT WE CAME FOR
If Baz Luhrmann's little masterpiece made guests lose themselves for five minutes, he quickly reminded us of the night's main purpose: getting our hands on the goodies. The pop-up shop brought both joy and some shopping-related anguish as many of the coveted pieces flew off the racks. Luckily, this was just a taste of what's to come on 2 November.
THE CANADIAN INVASION
With shoppers loaded with ERDEM x H&M goods, show-goers return to the ballroom for oysters, lobster bites and shrimp cocktails. The people of ERDEM and H&M were intent on keeping it classy. Then, to everyone's surprise appears Canada's favourite avant-garde singer Grimes, performing four of her biggest hits from a flower (what else?) covered stage. In the corner of our eyes we see Canadian-turned-Brit Erdem hugging it out with creative husband and wife dynamo Baz Luhrmann and Catherine Martin. In another end of the room another one of Canada's finest, actor Taylor Kitsch, enjoys the show. It all makes us wonder – did Erdem really just want to show off his new collection, or was he equally eager to give us the best of his homeland? We're grateful either way.
Click through the slideshow above to see everything from the event.
The ERDEM x H&M collection arrives in selected stores and online on 2 November. Baz Luhrmann's campaign film premieres on 24 October.