Erdem

Designer name: Erdem Moralioglu

Origin: “Montreal, Canada. I lived just outside the city, near a very large lake.”

Career highlight: “Winning a British Fashion Council award.”

Design background: Erdem studied at the Royal College of Art. He worked for a designer in New York before setting up his own label.

What are your design signatures? “Color, optimism and oddities.”

How would you describe the Erdem woman? “A clever person who probably cares little about seasons. She has a lot of conviction and marches to her own drum.”

Name three things that are inspiring you for autumn/winter 2010: “The book Wisconsin Death Trip, the snow and Ryan McGinley’s new photo series called Moonmilk.”

What encapsulates fashionable London for you? “Kingsland Road - from Stoke Newington, down through Dalston and into Shoreditch - you see all walks of life. This mix is what makes London so exciting.”

What do you hope the new decade will mean for your brand? “I would like to explore new steps in fashion to create a further evolution of the brand. By this I mean using new techniques and fabrics, etc.”

How does London influence your designs? “London is a city where everything starts. It’s also a city full of secrets, from the beautiful backstreets of Spitalfields to the storage facilities of the V&A. It’s a great place to get lost and that’s inspiring.”