Yesterday was a big day for Toronto fashionistas, as the highly-anticipated H&M x Erdem collection finally hit the CF Toronto Eaton Centre and online stores.
Every year the Swedish retail mogul makes high-end fashion more accessible by releasing a collaboration with A-list designers from all over the world. Previous collaborations included such big names as Balmain, Kenzo, Donatella Versace, Isabel Marant and Karl Lagerfeld.
This year the brand teamed up for the first time with a Montreal-born Ryerson University graduate Erdem Moralioglu, making the collection even more special for Canadian fashion lovers.
These collections are known for being sold out almost immediately after the launch, and H&M x Erdem is no exception. The biggest part of the collection was gone just one hour after the store opened its doors at 8 am yesterday morning. To get their hands on the collection, people started lining up hours before the official opening, with the most dedicated fans spending the night in front of the store.
“We had a large group of more than a hundred people prior our store opening this morning with more and more people adding to the line as we opened doors at the Toronto Eaton Centre at 8 am,” said Samara D’Auria, the communications representative for H&M Canada, in an interview with StyleDemocracy.
Two hours later, there were just three racks left from both men’s and women’s sections, while the online pieces were almost completely sold out within minutes. According to D’Auria, the most popular pieces were hoodies with the Erdem logo starting at $69.99 and pajama sets priced around $248 for a set.
The company released the pictures of the collection almost one month prior to the official launch date. The dreamy floral patterns, elegant silhouettes, flowy dresses and silk scarves looked even better in real life, however, as anticipated, the price range was higher than the average H&M prices.
What do you think about the H&M x Erdem collaboration? Let us know in the comments section.
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All of the pieces from H&M X Erdem collection