The collaboration between the celebrity designer and the high street fashion powerhouse got off to a roaring start in Sydney last night.
The entire top floor of 238 Castlereagh Street in Sydney’s CBD, was transformed into a garden oasis last night for the Australian launch of global fashion retailer H&M’s latest designer collaboration with London based fashion label, ERDEM.
Over 200 guests including celebrities, fashion identities and Sydney social faces were the first in Australia to shop the much-anticipated collection, which includes exquisitely detailed and beautifully finished women’s and men’s pieces, designed by Erdem Moralioglu. The Canadian born designer is known for his romantic, floral designs adored by Hollywood stars and fashion insiders alike.
In addition to shopping, guests enjoyed Champagne, botanical cocktails and were treated to delicate garden inspired canapes while dancing the night away to tunes spun by DJ Roxy Lola. The VIP launch party set the scene for the collection landing in select stores around Australia on November 2nd, with crowds expected to line up overnight to get a piece of the dreamy, floral printed collection.
Celebrities and VIPs in attendance included: TV personalities and models Kate Peck, Phoebe Burgess and Laura Dundovic, fashion bloggers Melissa Whitelaw and Cartia Mallan, models Louise van de Vorst, Ryan Channing and .