The Erdem x H&M fashion show may have walked in LA last week, but this past Tuesday, Vogue and GQ with H&M celebrated the debut of the collaboration’s film, The Secret Life of Flowers, directed by visionary Baz Luhrmann, in the retailer’s Fifth Ave Flagship store with Erdem Moral?o?lu himself. The film is an intimate view of the collection, with pieces for both men and women, set to a romantic soundtrack created by the up and coming British artist, Years and Years.
Spread over three floors, influencers, editors and the fashion industry’s elite gazed at the big screen and were then able to pre-shop the collection while listening to the featured musical artist as well as it DJ duo, Simi Haze. Guests enjoyed custom tea-infused cocktails, danced and snapped endless photos of the beautiful collection that mirrored the transformed flagship store—a true floral oasis, making the experience no less than magical.
The best dressed were of course those lucky enough to already have gotten their hands on the collection, such as sisters TK Wonder and Cipriana Quann, Charlotte Groeneveld of the Fashion Guitar and Lainy Hedaya of Haute Inhabit. Other noteworthy attendees included Krystal Bick of This Time Tomorrow, Courtney Quinn of Color Me Courtney, Cait of How Do You Wear That, and Lex Dieck of Lexicon of Style. The film release party was a breathtaking evening of music, entertainment and fashion and most everyone walked away with a special piece to remember it by.