The Erdem fashion brand is known for its dramatic and expressive look and feel, inspiring strength and confidence in the women for whom he designs.
Luxury online retailer The Outnet launched of an exclusive capsule with designer brand Erdem.
The London-based fashion house, which was founded in 2005 by designer Erdem Moralioglu, has forged its own path within the fashion industry. A storyteller at heart, his high-end collections are formed around a narrative championing heroic women at a particular place and a moment in time.
Known for his evocative floral prints, Erdem’s collection for The Outnet consists of 25 styles, all fabricated in signature prints from his previous collections and reimagined in new silhouettes especially for this exclusive fashion collaboration. The capsule includes a wide variety of dresses as well as tops, skirts and a signature pair of trousers.
This collection uses existing fabrics, highlighting the importance for fashion to move towards a more circular, less wasteful model, through creative use of excess fabrics.
“It is really important. As a studio, we have been looking at all our waste and how we can reduce it, and where we can’t, we find ways to upcycle the fabric — such as this collection, or recently, we used leftover fabric to make face masks. It is such an amazing thing to be able to create something totally new out of something that already exists,” shared Erdem Moralioglu.
The designer focused on silhouettes from the past, and experimented with fabrics they were never made in. He said he wanted to create an entire wardrobe — so the collection really covers different needs, from eveningwear and day dresses to separates and pajama trousers.
Asked about his favorite print from this collection Erdem said that he loves the Blue Paisley Vine print. “It is based on an 18th-century wallpaper that we redeveloped, and the blue is a really striking blue.”
“I am so thrilled to have had the opportunity to create this capsule for The Outnet, it has allowed me to revisit some of my favourite archive fabrics; I have loved having the opportunity to take something that already exists and create something original and timeless. Working with The Outnet we wanted to create something that celebrated nature and had a sense of ease to it; the collection is a celebration of my past but also something new,” said the designer.
The collection is available at exclusive prices ranging from £350 to £950.
“Erdem is an independent fashion house with a truly distinctive look and is much loved by our global customer,” commented Vikki Kavanagh, Interim Managing Director, The Outnet. “He is renowned for creating poetic and timeless pieces and we are delighted to launch this exclusive edit on The Outnet. This stunning capsule, crafted in his beautiful archival fabrics in signature styles really captures the powerful essences of the Erdem brand.”
The campaign — embellished with the designer’s own handwriting — stars multi-talented model, journalist and poet Jess Cole. She recently co-directed her first play and is working on a forthcoming poetry collection.