Whimsical Womenswear Since 2005
Award-Winning Fashion Label from Designer Erdem Moralioglu
View Erdem Fashion collections on London Fashion Review Blog
Introduction to the Erdem Fashion Label
Fashion designer Erdem Moralioglu was born and raised in Canada’s Montreal by his English mother and Turkish father. After completing his BA in fashion at Ryerspn University in Toronto, he became an intern for legendary British designer, Vivienne Westwood. It was here in the archive rooms that Moralioglu fell in love with British fashion, embracing his opportunity to examine Westwood’s collection of corsetry by Mr. Pearl.
He moved to London to study at the prestigious Royal College of Art, from which he received his Masters Degree in 2003. Upon graduating Moralioglu moved to New York to work, where he spent two successful years for iconic designer Diane von Furstenburg. In 2005, he returned to London after seeing a gap in the UK market for graceful, feminine clothing. This led to Moralioglu to setting up his London-based ready-to-wear womenswear line, Erdem that same year.
Since then Moralioglu has never looked back – his Erdem label has been on the receiving end of many prestigious accolades within the fashion industry, including the inaugural winners of the BFC/Vogue Fashion Fund. As well as earning the brand several awards, the signature Erdem aesthetic has greatly contributed to the commercial success of the brand. As of 2011, Erdem was available in over 90 of the world’s most exclusive boutiques including, New York’s Barney’s, London’s Dover Street market and Harvey Nicols, Paris’s Colette, in addition to support of the prestigious online retailer, net-a-porter.com.
Erdem Fashion Label: Key Dates
- 2005: Erdem is founded by fashion designer Erdem Moralioglu. In its first year the brand is announced as the winner of the Fashion Fringe Award. Fashion Fringe is a fashion platform that nurtures and supports emerging design talent in the UK. Winners receive funding and support from Fashion Fringe as well as a showing place at London Fashion Week.
- 2007: Erdem received the Swarovski British Fashion Council Fashion Enterprise Award.
- 2009: Along with Christopher Kane and Marios Schwab, Erdem were announced as the fashion forward designers by the British Fashion Council (BFC) for the third consecutive season. The award consists of a financial prize, to be used towards producing an on-schedule catwalk show at London Fashion Week, along with access to business support. Also this year, Erdem received the Fashion Future Award at the Elle Style Awards.
- 2010: Erdem were the winners of the BFC/Vogue Fashion Fund. The fund was launched in September 2008 by BFC Chairman, Harold Tilman, as part of the BFC’s 25th birthday celebrations to reward British-based designers. The winner receives £200,000 and access to high level mentoring support.
- 2011: In June it was announced that Erdem, along with fellow British designer Jonathan Saunders, were short-listed for The Global Fashion Awards’ Most Influential Womenswear Designer. The winner is to be announced in October 2011. Also this year, Erdem was among designers to be given this year’s Swarovski Collective sponsorship for their Spring/Summer 2012 collection. The crystal maker also selected J.W. Anderso, Marios Schwab, Giles, Mary Katrantzou and Craig Lawrence for its seasonal sponsorship programme.
Aesthetic of the Erdem Fashion Label
“He could almost be called the Christian Lacroix of London” – Sarah Mower, American Vogue.
Each Erdem collection consistently has a sense of avant-garde at the fore, with a clever use of bold colour, prints and a playful approach to embellishment. Erdem creates their signature feminine aesthetic with a hint of the whimsical, using only the highest quality materials that the finest fabric mills of Europe has to offer.
The Erdem aesthetic continues to earn the label a strong celebrity following and regularly features on the red carpet courtesy of Michelle Williams, Anne Hathaway, Kate Bosworth, Kiera Knightly, Carey Mulligan, Jessica Biel, Thandie Newton and Ashley Olsen.
Collaborations of British Fashion Label Erdem
Some interesting collaborations from Erdem include:
- J Brand: In 2010 Erdem joined forces with denim label, J Brand, as part of their 5 x 5 London Collaboration, in which five British designers worked with J brand to create a new jean. Fellow British designers involved in the collaboration were: Christopher Kane, Meadham Kirchoff, Peter Pilotto and Richard Nicoll.
J Brand’s 5 x 5 London Collaboration
- Cutler and Gross: In 2009, Erden collaborated with British eyewear label, Cutler and Gross to create a range of sunglasses for the Spring/Summer 2010 collection. The line was inspired by an image of a Japanese fisherwoman dressed in brightly printed shorts charging out from the waves across black sand. The glasses are a juxtaposition of vibrant colour pops with darker backgrounds on a sixties style round frame. The sunglasses were created in black, black lace, tortoise, neutral stone and Erdem’s customised Kyoto print.
Erdem and Cutler and Gross Collaboration
- Smythson: In 2009, Erdem collaborated with luxury British stationers, Smythson, to create a limited-edition collection of notebooks and diaries. The collection featured Erdem’s signature prints and colour-blocked line drawings printed and engraved on goatskin leather. Additional illustrations by Erdem are featured on the opening pages of all notebooks and diaries. Of the collaboration Erdem Moralioglu said: “The collection is about Japonsim. It was before a trip I took to Japan, so I was channelling something of what I dreamt it would be like…fabric has always been the foundation of my work and exploring how to use very luxe and traditional materials in a different way together came naturally to me.”
Erdem and Smythson Collaboration
Visit the official Erdem website, here.