Erdem's Fashion Evolution
Canadian-born Erdem Moralioglu’s dresses are floral, but not in the traditional sense of the word. While a number of his fellow London designers are exploiting new digital printing technology, Erdem’s prints are unmistakable. He might start designing a piece by ‘using my MAC to distort’ an image of flowers, for example, and there’s a more technical wizardry in the form of the fabrics used, plus methods of embroidery and laser cutting to create lace. The frocks themselves are sleek of line, unencumbered by excess frills or flounces, neither skin-tight nor flowing, but rather stiff and sculptural with ballooning skirts or bell-shaped shoulders.
Perhaps it’s the unique form of Erdem’s creations that have inspired so many well-known women to choose to wear them for public appearances. Not only are actresses Kate Bosworth, Diane Kruger and Michelle Williams all clients, but in the summer of 2011, the designer saw himself dragged into the royal arena when Kate Middleton wore a series of Erdem dresses during her tour of Canada.
Still in the ascendant, the former MA student of the Royal College of Art not only won Fashion Fringe in 2005, but has also scooped the British Fashion Council's New Generation support sponsored by Topshop, and the £50,000 BFC Fashion Enterprise Award sponsored by Swarovski.