Hope you guys are having a fantastic Halloween weekend so far. I am, but it’s not all the ghosts, goblins and foreseeable weight gain from candy and vodka that’s got me a bit scared. I just remembered there is no H&M in Monaco. So before you tell me that if I want fast fashion I should try and see how many shops I can get in and out of in the Metropole in 30 minutes or less, let me enlighten you a bit.
Erdem for H&M is launching on November 2nd. Okay? Still confused? Let’s go further into the fashion happening. Every year Swedish fast fashion retailer H&M collaborates with luxury fashion houses on collections. Past collections have included Versace, Stella McCartney, Karl Lagerfeld, and Balmain. Released in extremely limited quantities these designer collaborations sell out immediately. People line up hours even days before outside H&M stores to get their hands on these precious pieces. Fights breakout inside. There is a huge resale market online around these releases.
This season H&M has collaborated with Canadian-Turkish, British-based designer Erdem Moralioglu. Duchess Kate Middleton wears his designs religiously, as well as Hollywood megastars such as Nicole Kidman, Gwyneth Paltrow and Reese Witherspoon. Known for his romantic, aristocratic, and quietly luxurious designs, Erdem x H&M is quite a departure from the retailers last collaboration with Kenzo.
Now if you are not familiar with how this cycle goes I will explain. There is always a buzzy campaign video shot to accompany the collections, this time shot by Moulin Rouge and Great Gatsby director Baz Luhrmann. Check it out:
There is a huge star-studded runway show and party, this time around in Los Angeles with Kirsten Dunst, Kate Bosworth and Zendaya, among the famous front row faces. Bloggers are gifted pieces and press can shop the collection early so that by the time the general release comes around, the collection is on everybody’s minds … and newsfeeds.
The collection consists of red carpet-ready gowns, dark floral dresses, brocade coats, tweeds, silk pyjamas, mohair sweaters, crystal broaches and pleats and frills all around. Fabricated in a quality not normally associated with fast fashion, Moralioglu insisted on only the finest jacquard and Harris tweed. Maxing out at €299, there is something for everybody at every price point. I see ladies lunching in the silk “Veronica” skirt at Cafe de Paris and leisurely strolls around the port in the mohair sweaters, while the younger set rocks the Erdem logo hooded sweatshirt and tees. Me? I’ll be copping the sumptuous total floral looks.
But with no H&M in Monaco where can one grab this limited collection? Well you have six options. If you’re in Paris, you can snag some precious Erdem x H&M at either the Champs Elysées, rue de Rivoli or blvd Haussmann locations. If not well you still have either Lyon, Bordeaux … and NICE at the avenue Jean Médecin store. Oh yeah!
Now some tips. The collection launches at opening hours on Thursday, November 2, at 10 am. EXPECT LINES. GET THERE EARLY. (Or send your staff).
MAKE A LIST. This is not the occasion for browsing. Go directly for what you want. Grab first check sizes after, others will be doing the same and then exchanging with others to get a proper fit.
There will be limits on how many items per product you can buy, as well as a time limit for your shopping. It will be chaotic and there is always a chance that by the time you get inside the store (they let groups in around 20 people at a time) most of the good stuff will be long gone. But don’t let that discourage you! I’ll be there!
Think of it as the fast fashion Hunger Games. May the shopping Gods be ever in your favour.