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All About
Erdem
CREDITS

HairDickey Blue

MakeupKathy Chow

ModelJiYong Jeong at Style

Fashion AssistantCharles Wong

Words by Divia Harilela / Styling by Grace Lam / Photography by Tim Wong

All AboutErdem

Best known for his ultra-feminine prints, London-based Erdem Moralioglu stepped out of his floral comfort zone for the pre-summer collection. Exploring his masculine side he served up a series of mostly monochrome resort looks with clean and subtle androgynous sensibilities. This isn’t to say that he has forgotten his frills and fauna, as the collection still features a multitude of ruffled skirts and floral motifs fashioned especially for the classic Erdem girl at heart.

Having trained at London’s prestigious Royal College of Art, Canadian designer Erdem Moralioglu launched his eponymous label in 2005. Known for his use of experimental textiles, vibrant prints and detailed craftsmanship, Erdem has come to be synonymous with a delicate yet powerful femininity. Hailed for his unique signature style, his designs have been worn by a coterie of the worlds most celebrated beauties, from the Duchess of Cambridge and Li Bingbing to Michelle Obama and Liu Wen.

Erdem Moralioglu

First Person

We speak to Erdem about his journey through fashion.

“Fashion was the only thing I ever wanted to do. I knew from very early on. I was a little boy who was very pre-occupied by how women looked. I grew up in the suburbs of Montreal watching fashion file on Canal 5 with Tim Blanks and through that realised that there was this world where fashion was a career and I wanted to be a part of it. I wanted to make clothes.”

“Luxury is something that isn’t necessary, but once experienced it becomes a necessity. I hope people experience that feeling when they wear my clothes.”

“Ultimately, design is about beauty, pleasure and function. I hope I touch on all three with my work.”

“When I think about my proudest achievements, there are so many moments that come to mind: showing at LFW for the first time, the first time I saw a women I didn’t know walking down the street wearing one of my dresses, designing a dress that was showcased at the closing ceremony of the London 2012 Olympics and of course wining the British Fashion Council Womenswear Designer Award this year.”

“My goal has always been to make women feel something. Excited, beautiful, something. It’s that feeling you get when you feel you look beautiful.”

“London’s a part of what I do and it is a source of inspiration. There is always something happening and it’s where so many things begin. Ultimately, London is where I learnt to do what I do, where the company is and the place I call home. It is for those reasons I consider myself a British designer.”

“I think you have to stay true to your aesthetic yet still evolve each season. It’s good to react to your previous work and sometimes good to ignore it. I like to think of it as a book, each collection is a chapter, one connecting to the next.”

“Fantasy is about a narrative, it’s about a story and that has always been my approach. It’s always about this woman who exists in my head and in my sketchbooks and about what happened to her and what is going to happen next. It’s about really understanding not only who she is but also the scenario.”

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Erdem

2014-12-24 00:09:00.0