Pass any H&M this morning and it’ll have queues of fashiony folk loitering outside.
It happened with the Kenzo collection. It happened with the Balmain collection.
And today, Erdem’s collab with the high street chain is dropping – bringing some much-needed spring romance back into our lives.
Erdem is renowned for flowing floral gowns (as seen on Kate Middleton and other A-Listers), and he told The Telegraph last week that this collection is ‘about creating these pieces that I think someone would want to keep forever, that have nothing to do with the idea of something being fast or instant, or wearing it and discarding it’.
Dresses and blouses are priced from £79.99, with earrings going for £29.99 and outwear for £150 – which, although more expensive than your average Hennies, is still a bargain for Erdem.
But be quick because it’s all probably going to end up on eBay for three times the price before the day is out.
So, what does this ‘forever’ collection actually look like?
Here are few pieces that you need to watch out for: