South African influencer and blogger Aisha Baker

Celebrities,  influencers and customers gathered in Los Angeles on Wednesday to celebrate the ERDEM x H&M collection launch. Guests included Sputh African fashion blogger Aisha Baker, Kirsten Dunst, Kate Bosworth and Zendaya Coleman. 

The collection was presented to an audience of fashion press, celebrities,  influencers and customers with an exclusive fashion show that highlighted the prints, delightful textiles and craftsmanship. Models such as Malgosia Bela, Alek Wek and Guinevere Van Seenus presented the collection on the catwalk. 

The collection’s romance and sense of narrative was highlighted by the surroundings, empowering the beauty of the colour and floral prints. The catwalk show also marked the first time ever that Erdem has shown men’s looks on the runway.

“It was such a thrill to see the collection come to life in Los Angeles. It was amazing to collaborate with H&M on these pieces which I’m so excited to share with the world,” says Erdem. “Erdem has created for us such a magical world with ERDEM x H&M. The event captured the power of beauty in the collection, a feeling we need in this world now more than ever,” says Ann-Sofie Johansson, H&M’s creative advisor. 

Following the fashion show, the guests enjoyed a live performance by Grimes in a room filled with flowers that echoed the ERDEM x H&M collection. Guests were then given the chance to be first in the world to own pieces from the collection at an exclusive pop-up shop. Other guests at the show included Alexa Chung, Kate Mara, Selma Blair and Taylor Kitsch among others. 

* ERDEM x H&M will be available in the Sandton and V&A Waterfront stores from 2 November.