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H&M always manages to please when it comes to its designer collaborations. The Scandi high-street chain is good at switching between high-profile crowd-pleasers, such as Versace and Balmain, and lesser-known cult brands, like Kenzo and Maison Margiela. Its latest collaborator, Erdem, probably falls into the latter camp; although not everyone outside the fashion industry will be familiar with the label, the designer has accrued a strong celebrity following, from the Duchess of Cambridge and Michelle Obama to Keira Knightley, Emma Watson and Kate Bosworth. His frayed version of femininity is pretty hard to resist.
So while his name might not pack as much punch as say Karl Lagerfeld, Erdem's pieces will sell out quickly based on their sheer desirability. These are clothes that women want to wear today, that they feel good in. So what can we expect when the collection goes on sale in November?
