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Erdem relies on 'gut instinct' when designing

Erdem relies on 'gut instinct' when designing

Erdem Moralioglu relies on his innate sense of style when designing garments for his eponymous line.

The Montreal-born fashion designer is known for his use of experimental textiles, vibrant prints and detailed craftsmanship. Established in 2005, Erdem is sold in over 170 retailers, has a flagship store in London's Mayfair and boasts a wide range of A-list fans including Britain's Duchess of Cambridge, Emma Watson, Julianne Moore and Anne Hathaway. But Moralioglu puts his success down to the fact that he can make important decisions quickly and works well, even when he's had little rest.

"I rely on my gut," he told Britain's Elle magazine. "And drink a lot of coffee."

Moralioglu adds sketching designs is his voice and he finds it to be the best means of communicating his ideas and vision. Despite often coming across as a serious person, in reality he's the opposite.

"I'm quite a cheerful fellow, which tends to surprise people as I take my work so seriously," he smiled.

Speaking about his latest fashion collections, Moralioglu explained a romantic theme is consistent through his work. For his 2016 spring ready-to-wear line, which featured long dresses with puffs of volume around the wrists and elbows as well as skirts with rows of ruffles, the designer said he was inspired by the prairie and demure romanticism.

"It was dark but beautiful; there was a double edge," he shared, adding that he has long been inspired by the late Yves Saint Laurent and the French designer's ability to combine colour and femininity. Accordingly, Moralioglu noted how Saint Laurent, Oscar Wilde and Marlene Dietrich in a dream scenario would be his ideal dinner guests.

"And Coco Chanel. I don't know if they'd all get along, but it would be fun," he laughed.

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