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H&M releases designer range by Erdem Moralioglu

H&M has released a collection by designer Erdem Moralioglu. The collection takes inspiration from English pastoral design signatures and reinterprets some of the codes that have defined his work over the past decade and it’s also inspired by film, music.

From the sharply tailored suits that remind him of those his father wore, to the dramatic dresses which reflect his love of cinema, the entire collection is an autobiographical exploration of the designer’s interests.

Every year, the affordable fashion retailer, pairs with a significantly in-vogue high fashion designer to release a special collection. In these collaborations, designers create products that would normally be priced in the thousands, while H&M makes the items available for no more than a couple hundred dollars.

These annual collaborations create a buzz in the fashion world, and often attract coverage from magazines like Vogue, GQ and Glamour. It has become common for these collections to sell out on the day of release. Each collection is different and the stores where certain collections are held change on a regular basis.

No two collaborations are ever the same. H&M looks at the store list every year and makes decisions on where to sell it that are based on a variety of different factors. The designer collaborations are meant to be exclusive, which is why they are not sold in every store.