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."