Erdem and 24 Sèvres launch exclusive capsule collection

By

Barbara Santamaria

Published
Mar 29, 2018

British designer Erdem has joined forces with LVMH’s new online shopping platform 24 Sèvres on an exclusive capsule collection inspired by ballet and art.

The collaboration comes hot on the heels of the designer’s H&M collection, which proved to be a massive success last year.

For his 24 Sèvres capsule range, Erdem Moralioglu was inspired by Margot Fonteyn, the British ballet dancer who was honoured with the title of Prima Ballerina Assoluta of the Royal Ballet by Queen Elizabeth II in 1979.

Elements of his jazz-infused Spring Summer 2018 collection, which imagined a young Queen Elizabeth II Amerizan jazz Singer Duke Ellington in the 1950s, also appear in the form of 40s and 50s slingbacks and earrings inspired by Buckingham Palace wallpapers.

Meanwhile, the colours and movement of ballet are translated into feminine and delicate dresses in floral prints, asymmetrical cuts and sheer fabrics. The collection continues Erdem’s love affair with femininity, whilst introducing new codes of elegance and playfulness.

The designer commented: “The spirit of the spring-summer 2018 capsule collection combined with the movement of my work with the Royal Ballet creates a modern and playful collection. The movement in the pieces brings a really relaxed elegance which, to me, works perfectly for Parisian summer nights.”

Eric Goguey, CEO of 24 Sèvres, added: “As a retailer rooted in French culture and servicing a global audience, it’s particularly exciting for us to explore how international brands can interact and play with Parisian style codes and appropriate them in a way that still feels wholly theirs. This questioning was the starting point for the collaboration with Erdem.”

The nine-piece collection will be available exclusively on 24 Sèvres from 29 March.