London Fashion Week: Erdem welcomes you to the garden

    If you could take the concept of prettiness and multiply it by itself you’d get prettiness squared. And that, somehow, is what Erdem does. And at this London Fashion Week it was a breezy summer garden show underpinned by 1940s silhouettes, confident florals and impressionist-derived painterly digital prints.  Kicking off with bright white on white, applique on chiffon dresses, the mood stayed innocent pretty and upbeat throughout, introducing bright red placement florals, layered effects with embroidered florals over digi printed Monet-like backgrounds and intensely colourful brights. Placement primaries and embroidered fleurs were juxtaposed with blurry digi. Even the floor length black netting dress stayed this side of sombre.
    Silhouettes? Collared blouses, tea dresses, slightly A-line skirts, flared and gently pleated. There were hot pants and loose trousers as well as maxis. Designer Erdem Moralioglu, the Canadian born son of Anglo Turkish parents was his year’s recipient of the BFC/Vogue Fashion Fund, which entailed a £200,000 award and mentoring from top industry figures. The pretty pretty look justifies the funding. This was a commercial story, with plenty to inspire short order brands.Source URL:
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