My Favourite Fashion Brand: ERDEM

ERDEM

My favourite brand is a brand I discovered fairly recently but as soon as I did I instantly felt drawn to the intricacy and depth of the designs as well as the use of loud unapologetic colour combinations. 

Erdem is a London-based independent fashion house created for women, founded in 2005 by designer Erdem Moralioglu MBE. It is a brand that exudes beauty and romance, whilst redefining modern day femininity. Storytelling is central to all the designs, portraying different narratives of strong and heroic women, whilst collaborating the use of intricate details and jubilant colours. Designer Erdem Moralioglu takes the stereotypical ‘feminine’ quality of dainty florals and pastel colours and reinvents them. The stark contrast between the delicacy of the handmade details against the unapologetic bold colour choice creates a poetic yet dramatic design and I feel that the narrative of heroic and independent women is shown so powerfully by taking traditional prints and patchworking them in unconventional, unexpected and slightly jarring ways.  

Erdem has a huge versatility throughout their designs, many of which could seamlessly fit into a picturesque quaint English garden scene filled with bright jubilant colours and optimism, possibly explaining why the brand is frequently worn by Kate Middleton. However, the brand stretches further and can simultaneously represent an unconventional woman not afraid to be dark and non conforming, taking control of her own narrative and bending society’s expectations. 

Erdem is created for women, with women’s stories, desires and fantasies at the heart of every design, which is exactly why I find it is an inspiring and beautifully powerful brand.