Erdem

Designer name: Erdem Moralioglu

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

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

Design signatures: “Color, optimism and oddities.”

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

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.”

Trademark pieces: “Hopefully pieces that are special and individual.”

Three spring/summer 2012 inspirations: “Visconti, Helmut Newton and the title Bonjour Tristesse.”

What’s next for your brand? “Lots of exciting new collaborations and the introduction of our first Pre-Fall collection which is in stores now.”

Who are your design heroes? “Yves Saint Laurent.”

What’s your favourite cultural hotspot in the capital? “The East End. I live in Hackney and work in Shoreditch, it’s very colourful.”

In five years’ time I will be… “At my desk, designing the next spring/summer collection.”

Erdem was the winner of the BFC/Vogue Designer Fashion Fund 2010