London fashion week: Erdem's collection has wow factor in spades

Having the mass consumer in his sights with H&M has not prompted a dumbing down from the London-based designer

The make-or-break date of the autumn for Erdem Moralioğlu does not fall during fashion week. That is set for 2 November when his collaboration with H&M goes on sale. A hit on the high street will boost the profile and brand awareness of Erdem, as his label is known, more than any catwalk show ever could.

But Monday’s catwalk show was nonetheless significant for the young London-based designer. It offered a moment for the industry to assess Erdem’s form as Moralioğlu approaches the biggest hurdle of his career so far, and it was a test he passed with flying colours.