AW16’s Ones To Watch winner EDDA graduated from London College of Fashion and has been named by the New York Times as one of ten “Fresh out of Fashion School designers to watch”. Edda describes herself as “fascinated by color and textures.”
Having won Ones To Watch, Edda’s debut collection has captured the interest and imagination of members of the press and with its larger- than -life aesthetic, bold monochrome hand printed designs with her non- dominant hand and decadent pop fur details.
Edda has always been preoccupied with the concept of past, old and forgotten objects and it is important to her that her collection triggers the viewers an emotional reaction and connection with their inner selves.
Edda´s aim is to combine art and fashion in a new and unexpected way, and its important to her that you should have fun with the clothes and I feel like wearing her collection is like dressing up for different characters. She wants people to wonder and question what fashion is, and get carried away into a fantasy world. She thinks it is important not to take fashion too seriously, but have fun with the clothes dress up and make up your own narrative of who you want to be.
For such a young designer Edda has managed to secure several prestigious awards including the International Fur Federations remix bronze award in conjunction with Italian Vogue. She has also managed to secure The BFTA, Saga Fur competition award. More recently she fought off impressive International competition to win Germany’s Designer for Tomorrow Award with Alber Elbaz as one of the prestigious judges.
The brand has already been featured in the likes of Vogue UK, Vogue Italia, Vogue Germany, Garage, Interview Germany, InStyle, WWD, Glamour, Elle, Vision China, Visionaire, to name a few and has been popular with the press.
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