Designer profile: Erdem
Erdem Moralioglu: hard to pronounce, even harder to forget...

Jan 11, 2013 01:49
by Angie Fox


Kristen Stewart may have divided the twittersphere with her 1940s-inspired mesh-covered satin underwear when she walked the red carpet in Erdem at the New York premier of On the Road late last year, but the British designer’s reputation as a champion of the feminine aesthetic remains intact.

Leaving aside the trail of red carpet priors Stewart has left in her wake – the Marchesa lace number at London’s Snow White and the Huntsman premiere and the sheer Zuhair Murad dress at the Toronto Film Festival to name a few -- along with the fact that she had her Erdem work-of-art shortened by a significant six inches to, well … just below her privates, precious little could damage the reputation of Canadian-born Erdem Moralioglu.

Back in November the designer, who is a favourite of celebrities (SJP, Michelle Williams, Miranda Kerr), politicians (Samantha Cameron, Michelle Obama) and royals (Kate Middleton), was awarded the New Establishment Award at the British Fashion Awards (BFA), an accolade akin to an Oscar.

Moralioglu, 36, who is of Turkish and English descent, interned at Vivienne Westwood before studying at London’s Royal College of Art and cutting his teeth in New York for Diane Von Furstenberg. He is known for his fusion of prints, embroidery, cutouts and edgy canvases ranging from snakeskin to lace and sateen-twill. A devotee of the feminine silhouette, Erdem pieces are exquisitely tailored, exotic and romantic all at once. An Erdem girl is colourful, elegant and effortless.

Launched in 2005, Erdem, which was first picked up by Barney’s New York fashion director Julie Gilhart, is sold globally, and is stocked in Australia at David Jones and Belinda boutiques. If you can’t justify the price tag -- wife of British PM Samantha Cameron presented Moralioglu with his BFA in Erdem’s $AU4300 Cobalt blue printed prom dress - Aussie designers like Willow, Camilla and Marc and Scanlan and Theodore are flying the romance flag at more affordable heights.

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