H&M Campaign: H&M x Erdem

Erdem x H&M campaign. A woman in a sequined black floral dress standing with her arms raised, holding onto a doorframe with outside night scenery in the background.

In 2017 my team and I led the social media strategy and content for the Erdem x H&M collaboration, one of H&M's most cinematic and culturally rich designer partnerships. We were responsible for the full rollout across H&M's 70 markets, as well as Erdem's, Baz Luhrmann's and all talent channels, working closely with the wider marketing, PR and talent teams throughout.

The campaign centred on a short film, "The Secret Life of Flowers," directed by Baz Luhrmann, known for Moulin Rouge and The Great Gatsby, set in a flower-filled mansion inspired by Erdem's signature prints and accompanied by a track by Years and Years. The social media campaign extended the storytelling of the film across every channel and moment.

Key moments included the announcement of the collaboration, a press event in Los Angeles attended by Alexa Chung, Kate Mara, Selma Blair and Zendaya, and a store event in New York. The talent and model roster included Hero Fiennes Tiffin, Rhys Harries, Ruby Dagnall, Neels Visser, Imaan Hammam, Saskia de Brauw and Fernando Cabral.

Erdem x H&M campaign. Three people lying down in a field of flowers, wearing patterned clothing, seemingly posing for a photoshoot.
Erdem x H&M campaign. Leopard print coat with black tie, floral leggings, and floral shoes arranged on grass surrounded by colorful flowers.