The power of Perennials. Luxury online retailer The Outnet, have partnered with luxury London-based fashion house Erdem for an exclusive capsule collection launched this week.
Famed for its evocative florals, romantic fabrications and delicate eye for detail, The Outnet x Erdem capsule collection consists of 25 styles, all fabricated in signature prints from previous collections and reimagined in new silhouettes. A sweet curation of special occasion pieces from dresses, tops, skirts and trousers for the everyday and evening.
The campaign film and shoot stars model Jess Cole, who aside from modelling, is also a journalist and poet. Cole has written for a variety of titles, recently co-directing her first play, and is working on a forthcoming poetry collection too. The film stars Cole reading the work of 18th-century poet and botanist Alice Moore Dunbar-Nelson, delicately trancing in dreamy fields of green, floral gardens and enchanting pine forests.
The exclusive collaboration with Erdem is one of many The Outnet has partnered with. Here, we chat with The Outnet’s Buying & Merchandising Director, Vikki Kavanagh on the capsule collection, her hero pieces and what it means to collaborate with such a prominent designer in the industry.
Talk us through The Outnet’s latest capsule collection with Erdem…
We are such fans of Erdem at THE OUTNET and are looking forward to offering this exclusive capsule to our customer. The brand is renowned for its dramatic and expressive look and feel and this collection for THE OUTNET is no different. Erdem’s creations have storytelling at their core and his love of the arts provides the starting point for his collections, which are often inspired by pioneering female figures from literature and history. This concept is really brought to life in the exclusive video we have going live on launch day. In the film, model, journalist and poet Jess Cole reads the work of 18th-century poet and botanist Alice Moore Dunbar-Nelson.
The capsule consists of twenty-five styles, all crafted in iconic botanical prints from Erdem’s previous collections but reimagined in new silhouettes especially for this exclusive. Our customers will be able to shop a wide variety of dresses as well as tops, skirts and a signature pair of trousers.
What are some of your hero pieces?
There are so many strong silhouettes in the collection that I personally love. The high neck and peplum hem on the Nena dress is just beautiful, and the print on the Grazia dress is the perfect way to add winter florals into your wardrobe.
What does it mean to be able to collaborate with such a prominent designer in the industry?
Erdem is much loved by our global customer and to have the opportunity to launch this exclusive collection is a very exciting moment for us. This stunning capsule, crafted in his beautiful archival fabrics in signature styles, really captures the powerful essence of the Erdem brand.
Why are these collaborations so important to a retail destination such as The Outnet?
Being able to offer exclusive product to our customer is a key element of THE OUTNET’s global buying strategy and something we are renowned for. We know how well our customer responds to bespoke capsules and we are always striving to excite them by offering something new and exclusive.
What previous designers have The Outnet collaborated with in the past?
We have collaborated with a number of designers in the past including Roksanda, Mary Katrantzou and most recently Diane von Furstenberg. To celebrate THE OUTNET’s 10th anniversary last year, we launched our largest exclusive capsule to date and featured bespoke products from over 35 luxury designers stocked on site. These included Christopher Kane, Adam Lippes and Michael Lo Sordo and the campaign featured five strong women — Paloma Faith, Lisa Eldridge, Alek Wek, Quentin Jones and Jessica Kahawaty — whom all represent smart, talented, diverse and inspirational women which we know resonates well with our customer.
Can you tell us about any other exciting projects on the horizon?
We have just launched our new brand campaign which reflects on what our favorite pieces mean and say about us. We asked 5 influential women to tell us the story of their wardrobe; which garments mean the most to them and which pieces hold the strongest memories. It’s a really engaging campaign with different elements going live over the next four months, spotlighting on the different talent to tell us their story. Looking ahead, we have lots of exciting projects in the pipeline so keep your eyes peeled on THE OUTNET over the next few months!
The Outnet x Erdem capsule collection is now available exclusively via The Outnet website, watch the full campaign film below.
Following Fashion month? Don’t miss our London Fashion Week wrap for SS 21 featuring Erdem, along with New York, Milan and Paris too.
