Erdem partners with Merit on limited-edition beauty collaboration ahead of LFW

Ahead of the SS27 edition of London Fashion Week, minimalist beauty brand Merit has unveiled a new limited-edition collaboration with British fashion house Erdem.

The collection comprises three exclusive beauty sets featuring new shades, returning favourites and bespoke packaging developed in partnership with the designer.

The sets bring together some of Merit's bestselling products in shades inspired by Erdem's signature palette, presented in packaging that reflects the fashion brand's romantic aesthetic.

Inspired by archival runway looks, the collection translates the designer’s distinctive visual language into "wearable, everyday beauty products with a festive-season focus".

The Winter Set draws on Erdem's approach to femininity, particularly its use of soft tones and rich textures, and brings together eye and cheek products in a selection of shades.

The Signature Lip Trio features three of Merit's lip formulas, including Signature Lip Matte in Black Tie and Signature Lip Satin in Bespoke, alongside the new Signature Lip Blush shade London.

Beyond make-up, the Retrospect Soap Trio presents the beauty brand's signature Retrospect fragrance in a new format, with the scent reimagined as a set of mini bar soaps.

"I have admired Erdem since his 2008 collection, when he won the British Fashion Council's Fashion Forward Award," said Aila Morin, Chief Marketing Officer at Merit. "He has built a timeless aesthetic, regardless of trend; one based in craftsmanship and intricacy, that's soft and romantic. It gives a rich contrast to Merit's approach to beauty - and the collaboration is our utilitarian modernism combined with a romantic sensibility."

Having previously collaborated with American fashion brand Brandon Maxwell and London-based label Tove, the new partnership marks another step in Merit's fashion collaboration journey.

It is the brand’s first time developing bespoke product packaging with a designer, while Merit will also join Erdem for its London Fashion Week show on Sunday, 22 September.

“This collaboration felt like a natural meeting of two worlds,” said Erdem Moralioglu, founder and Creative Director of the eponymous brand.

"It was an opportunity to translate the spirit of Erdem into something people can live with every day - objects that feel considered, lasting, and quietly beautiful."

London Fashion Week returns from 17 to 21 September, bringing the fashion and beauty industries together in the capital for five days of runway shows, presentations and events.