Fashion is a part of more than just the fashion industry. It takes influence from everywhere and is a part of everything. One industry fashion is prevalent in is film. For the H&M x Erdem collection, Baz Luhrmann directed a film for the campaign to tell a story with the clothes. The dreamy filter and the hypnotising music from Years & Years draws the viewer into the collection. I like the incorporation of setting the scene in an always spring environment as the collection is of floral nature. Its an explosion of flowers and everything feminine. It makes the consumer want to dress the part and it sets a real life environment of where you could wear these pieces and the feel they create. I loved watching the playfulness, mystery and attraction portrayed. The advertising campaign definitely made me want to if not buy the collection, look into it. It was delicate and also an appreciation of beauty too.
"Fashion is a form of art – a stand-alone art form." – Baz Luhrmann
The collection is beautiful and its hard to pick my favourite items but the dresses do have the edge. Whilst watching the film, these stood out amongst the others. The one worn by Chung is a classic slip dress but the embroidery makes the the dress ever so more elegant. In contrast the dress worn by Hwang is flowy, lacy and more conservative. It's lovely to see a range in the collection.
Alexa Chung at the LA Launch Party
Tiffany Hwang at the LA Launch Party
The collection goes on sale in stores and online on 2nd Nov at 9am.
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