Photographs by the designer Erdem Moralioglu
Luxury label Erdem has been a favorite for modest fashionistas, and has an ultra-femme signature that encompasses poetry, agelessness, timelessness, power and versatility. Established in 2005 by designer Erdem Moralioglu, the brand is renowned for its bold floral prints and modest cuts.
Boasting exquisite craftsmanship, Erdem’s capsule awakens the senses with its unique color palette, uplifting floral embroidery and signature guipure lace embellishment in an exclusive capsule collection for Matches Fashion inspired by a 1970s production of William Shakespeare’s “A Midsummer Night’s Dream.”
The modest and Eid friendly, 13-piece release exudes romance by contrasting hues of whimsical bright against stark white. Think: garden parties to balmy evening soirees. Natalie Kingham, Fashion Buying Director at Matches Fashion spoke of the stunning collection and the effortless ease of wearing it, “Erdem is talented at creating pieces that combine a timeless glamour with a sense of modernity. The collection will appeal to an erudite customer searching for elegant pieces that can be worn in a contemporary way, a beautiful skirt teamed with a white shirt, or a dress with flat sandals.”
Perfect for intimate Eid celebrations, the London based designer’s collection includes two full-length dresses, one with ¾-length sleeves, another with bow detail at the neck and short fluted sleeves. Mikado silk and signature guipure lace fabrics make up a soft pink maxi-skirt, a navy midi-dress and skirt not to mention, a white fil coupe belted gown with yellow floral embroidery and short fluted sleeves, and a white cape with embroideries of blue, green pink and red. The striking hues make for a modestly modern take on dressing up for a special occasion or casually, pared down with flats and minimal jewelry making the pieces versatile and the ones you reach for time and time again.
Speaking about his inspirations and craft, Moralioglu stated, “There is something soft, hyper-romantic, easy, and optimistic about this collection,” he says, “I found these beautiful images of Peter Brook’s production of “A Midsummer Night’s Dream”, which was first shown in the 1970s. It was a revolutionary production of the play as it was all about the actors appearing in a giant white box which allowed the palette of their costumes to appear almost as bright paint strokes on a white canvas. The play looked so modern but also so joyous.” He concluded, “I wanted something felt easy but also dreamy.”
The collection is available to shop online now.