With the launch of Erdem’s collaboration with H&M drawing closer, the fast fashion institution held a soiree in Los Angeles last night. Inviting only the most stylish of the Hollywood community, the brand hosted the likes of Rashida Jones, Zendaya, Kristen Dunst and Kate Mara. As per the usual script of these events the guests attended dressed head-to-toe in the latest collection. But, don’t discount it as yet another swishy, paparazzi-covered celebrity get-together, because this was an important moment to see the new range out in the wild. To wit, Alexa Chung notably hopped to the West Coast to show us Londoner’s how a Brit will wear the new collection.
WATCH: Alexa Chung's Style Evolution
Alexa’s brand of styling has gained her legendary IT girls status alongside the likes of Kate Moss and Jane Birkin. Everyone put together a pair of jeans and a pleasant t-shirt but these three women, though separated by generations, have a knack for turning the seemingly simple into the inspiration. Hence, why we need to pause and appreciate Alexa’s outfit for the Erdem x H&M fashion show. Where some of the guests (no, we won’t name-names) felt the need to layer jumpers over dresses, add mounds of accessories and generally over-complicate their ensemble, Alexa understood the power of restraint. She chose a sequined black midi slip dress, which is personally one of our favourite items from the forthcoming range, which is available from 2nd of November. Where the model who presented the look on the runway teamed it with dark eyeshadow, slicked back hair and natty socks, Alexa chose a softer look with Rita Hayworth curls, courtesy of hairstylist Gregory Russell, and a slick of crimson lipstick à la Marilyn Monroe.
The collection is being touted as a distillation of designer Erdem Moralioglu’s greatest hits. Boasting a fan base as varied as the Duchess of Cambridge and Chloe Moretz, the London-based label has a knack for creating ultra-feminine clothes that insist on couture-levels of craftsmanship. It is this catwalk vocabulary that makes the H&M collection so alluring. How was Erdem, a brand known for craftsmanship and precious fabrics, going to recreate his catwalk magic for a high street shopper? Rather than watering down the aesthetic, the man behind the clothes has taken the opportunity to explore new territory. For instance, Erdem Moralioglu introduced menswear, tailoring and hoodies.
Kirsten Dunst showed us how to do pyjama chic in a matching set of chocolate and blue floral print PJs.