When H&M announced this year’s collaboration would be with Erdem, we couldn’t be more excited.
Since the summer, the high street retailer has been teasing us about the forthcoming range , with a beautiful campaign video, shot by film maker Baz Luhrmann.
The collection encapsulates the Canadian-born designer’s signature florals and includes accessories, as well as a menswear edit.
But when the collection went on sale online at 9am, the website crashed, with a message that said “you might experience a fashionable waiting time.”
Shoppers took to social media to air their frustration, and those who did manage to get on to the site discovered that much of the collection has already sold out.
eBay sellers are also advertising pieces for up to three times the price, with a £119.99 floral cut-out dress being put up for £500.
He joins a long list of designer collaborations with H&M, included Karl Lagerfeld, Balmain, Kenzo and Versace.
The collections have caused a frenzy in the past, with shoppers queuing overnight and stampedes in store.
Who is Erdem Moralioglu?
Born in Montreal, Canada to a British mother and Turkish father, Moralioglu studied fashion at Ryerson University in Toronto before interning for Vivienne Westwood at the London office.
After receiving his master’s degree in 2003 from the Royal College of Art, he was selected to be part of their final collection in their graduate showcase.
This show led to his internship at Diane von Furstenburg’s New York HQ in 2004, before returning to London the following year to launch his own fashion label.