Erdem logo
Canadian Erdem Moralioğlu (1977) worked for Diane von Fürstenberg before launching his own label in 2005. His designs are fairly romantic and feminine, incorporating whimsical prints and riotous colours: think defiantly upbeat and wearable clothing. "The Erdem woman has remained the same, she has never been concerned with being cool," Erdem says. "She's quite season-less, in a way. She's a woman who does what she wants and is strong. I never think about what's sexy. I don't agonise over whether her bum will look big in something. I focus on the silhouettes and the proportions and hope that takes care of everything."