Beauty & Fashion

‘Pieces that are going to last’: Erdem x H&M collection hits stores

Not as cheap as H&M’s usual designer tie-ups, Erdem’s collection for the high street focuses on quality wardrobe classics

Leopard-print coats, pyjama sets and sequinned ballgowns are set to be the signifiers of style this party season if the launch of Erdem’s collaboration with H&M is anything to go by.

The highly anticipated collection went on sale on Thursday morning. And while there were queues from midnight on Wednesday at H&M shops nationwide, far from the pushing, shoving and even police cars seen at its previous launches, a ticketing system – splitting shoppers into 14 groups of 20 with 10-minute time slots from 9am to 12.30pm – resulted in a civilised atmosphere: queuers could get their wristbands, head off to a nearby coffee shop to warm up, and come back at their allotted time.

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