Erdem
United Kingdom
Erdem is a London luxury fashion label founded in 2005 by the Montreal born designer Erdem Moralıoğlu, best known for richly printed, historically inspired womenswear. The brand is a fixture of London Fashion Week and sells through its own London and Seoul stores, its website and international stockists.
| Founded | 2005, London |
|---|---|
| Founder | Erdem Moralıoğlu |
| Headquarters | London, United Kingdom |
| Segment | Luxury womenswear and menswear |
| Flagship | South Audley Street, Mayfair (since 2015) |
| E-commerce | erdem.com (since 2014) |
| Website | erdem.com |
What is Erdem?
Erdem (styled ERDEM) is a London based luxury fashion house founded by designer Erdem Moralıoğlu, who remains its creative lead. The label is closely associated with detailed floral prints, lace, embroidery and a romantic, historically informed take on femininity, and it has become one of the most established names on the London Fashion Week schedule.
History
Moralıoğlu was born in Montreal to a Turkish father and a British mother and completed an MA at the Royal College of Art in London in 2003. He launched his namesake label in 2005, and the brand was picked up by retailers such as Barneys and Harrods shortly afterwards. Erdem made its London Fashion Week debut in 2006.
The label gained industry recognition early: it won the inaugural British Fashion Council/Vogue Designer Fashion Fund award in 2010 and was named British Fashion Council Womenswear Designer of the Year in 2014. Moralıoğlu was appointed MBE in 2020 for services to the fashion industry. Menswear was added in 2021.
Products and positioning
Erdem sits in the luxury segment with a focus on ready to wear, particularly dresses, occasion wear, tailoring and knitwear, complemented by handbags such as the Bloom and Flora styles and other accessories. Collaborations have extended the brand's reach, including a widely publicised capsule with H&M in 2017, make-up with NARS in 2018 and collections with Barbour in 2023 and 2025.
Business model and distribution
The brand combines its own retail with e-commerce and wholesale:
- Own stores: a flagship on South Audley Street in Mayfair (opened 2015) and a second London store on Sloane Street (2025)
- Asia: stores at Shinsegae Gangnam (2024) and Shinsegae Main (2025) in South Korea
- E-commerce: erdem.com, launched in 2014
- Wholesale: international luxury stockists
Erdem does not publish details of its shareholder structure, and it is generally described as an independent label.
Why it matters
Erdem is one of the clearest examples of a London designer brand that has grown from a graduate label into an internationally distributed house while keeping a distinctive creative signature. Its gradual expansion from wholesale into owned stores in London and South Korea illustrates how mid sized independent luxury brands build direct customer relationships without the backing of a large group.
Frequently asked questions
Who is the designer behind Erdem?
Erdem was founded in 2005 by Erdem Moralıoğlu, a Montreal born designer who studied at the Royal College of Art in London. He leads the label's creative direction and was appointed MBE in 2020.
Where is Erdem from?
Erdem is a British label based in London. It shows at London Fashion Week and operates stores in Mayfair and Knightsbridge as well as two stores in South Korea.