Erdem Moralioglu pushed H&M's bosses as "far as possible" to make his capsule collection the "opposite" of what people would expect from a high street brand. The fashion designer has teamed up with the Swedish retailer on a glamorous collaboration, which also marks his first-ever venture into menswear.
Fans can get their hands on the garments when it launches in November, and Erdem hopes it exceeds people's expectations of H&M, especially with its use of luxury fabrics such as Harris Tweed.
"I certainly pushed them as far as possible," he told Business of Fashion. "What I was so interested in exploring with that collaboration was almost doing the opposite of what you would expect from the high street.
"It was interesting to see how the men's collection influenced the women's collection. I found myself taking things off our male fit model and putting them on the female fit model, and vice versa."
Director Baz Luhrmann has helmed the video campaign for the collection, a teaser of which was unveiled this summer and showed models running through perfectly primed gardens.
As for his own label, which unveiled its fabulously feminine spring/summer 18 line full of floral prints and delicate materials during London Fashion Week on Monday, Erdem is still taking things one step at a time when it comes to expanding his offerings.
"Bags is something I haven't approached yet and something that I eventually will," he added. "But I don't feel like I'm quite ready for that world yet; I think we also live in a funny time where that world of the bag is changing and evolving."
He's instead choosing to focus on shoes at the moment, as well as other elements that come under his ready-to-wear line such as knitwear and chic separates, as he noted, "I feel like there is so much breadth within the collection itself that I want to grow and fine tune."