Erdem Moralioglu hasn’t let the coronavirus lockdown stop him from designing a new resort collection.
The London-based designer has now previewed his latest work, a line made up of floaty silhouettes, floral fabrics and structured suits, which he managed to create at home with the help of lockdown essential Zoom. Models posed in the garments outside, in a forest on the outskirts of the city.
“You could either freeze and stop, or think about the future – and design a new collection,” he stated to WWD.
Earlier this month, Erdem invited retailers and buyers to view the collection at his store in London’s swanky Mayfair district, which has recently reopened after lockdown measures were eased in England. The Canadian-born fashion star even offered masks he’d made himself.
He is also back in his studio in the British capital, making sure he and his staff maintain a safe distance at all times.
On the subject of London Fashion Week’s upcoming September shows, Erdem admitted his plans are yet to be finalised.
“There is no doubt this is a very challenging time, but I definitely feel we’re going to move into the next chapter in a more agile way, with an understating of what the customer really needs,” he mused.
And he touched upon the talks he has had with stores and industry peers about how fashion can move forward in a post-pandemic world.
“With clothing sold, and available to customers at the right time, and making sure that markdowns are not too early,” Erdem explained.
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