Erdem Moralıoğlu, the founder and creative force behind the British luxury fashion brand Erdem, has become synonymous with sophistication, romanticism, and modern luxury. The label, established in 2004, has quickly carved a niche for itself within the world of high fashion, combining impeccable craftsmanship, lush textiles, and a bold approach to color and pattern. Erdem’s designs exude femininity, with an emphasis on strong yet delicate silhouettes, beautiful prints, and luxurious fabrics. It’s a brand that appeals to women who value elegance but are not afraid to experiment with fashion.
“I rebel with lace and tulle,” Erdem Moralioglu told Vogue’s Sarah Mower in 2007. Since his vibrant, lace- and flower-strewn breakthrough collection for Fall 2009, the designer, born in Canada has been touted as Britain’s answer to Christian Lacroix. Based in London, Erdem (who prefers to use just his first name, in life as for his label) has cultivated a nerdy image that belies a deep romantic streak that was fostered during his childhood by a steady diet of Merchant Ivory films.
Erdem is especially admired for the dreamy watercolor prints that he designs himself on a Mac computer. He has told Vogue.com that he considers each season “a chapter in the same book.” A love story that would be set in a lush English garden filled with “color, optimism, and oddities.”
