2015 is most definitely Erdem's year
With the brand’s tenth birthday underway, two collections to produce and show and his first flagship store opening in London’s swanky Mayfair last night, it’s fair to say that designer Erdem Moralioglu has had a pretty busy year.
We popped down for the launch and were blown away, here’s why you will be too…
If you fancy yourself as an Erdem girl, you’ll be in your element
Keeping it in the family, Erdem’s flagship store was designed by his long-term partner, architect Philip Joseph of P Joseph. When designing the store together, they decided to create a space fit for the Erdem gal, so there’s no minimalist white walls here. Erdem himself said: ‘The idea was to create a space about my woman – her pied-a-terre in Mayfair, it is her environment. It belongs to her. Creating an entire environment for her was a challenge. I asked myself constantly, ‘What would she look at if she sat here? How would she feel?’ It needed to evoke something; a sense of timelessness and permanence.’
It’s basically our fantasy home (in a shop)
With a sweeping staircase, velvet sofas and roll-on-the-floor carpets downstairs, the space is more homely than retail. We’re just about ready to move in.
You’ll get an insight into the mind of Erdem himself
Take a peek into the life of the designer by perusing Erdem’s private book collection while being surrounded by art from the designer’s own home including drawings by Andy Warhol, David Hockney and Jean Cocteau.
It’s nestled in the heart of Mayfair
Taking up residence in one of London’s best and most sought after postcodes, Erdem’s neighbours include Simone Rocha, Thomas Goode and Christopher Kane (Erdem and Chrisopher are good friends, not only did he attend last night’s party they also shared a house in Mykonos this summer). We suggest heading to the Connaught for a drink pre-shopping to lubricate yourself… and your wallet.
Erm, the clothes…?
Last but certainly not least, the main reason to visit the Erdem store is of course, the clothes. This season’s upholstery-esque fabrics are gorgeous, while the flat riding boots have been on our wishlist since the show. You’ll be spoilt for choice if you’re ready to buy! As if that wasn’t enough to celebrate the new store opening, you’ll also be able to buy exclusive styles form the pre and main AW15 collection. Perfection.
You can find the store at 70 South Audley Street, London, W1K 2RA