December 9, 2015 |
Traditionally, your tenth anniversary should be celebrated with tin. And while yes, we are firm believers in some traditions, there are some that should be thrown away. After all ten years is a long time and anyone who’s survived that milestone should be allowed to celebrate with something other than cheap metal. Would you not rather take a leaf out of Erdem’s book and celebrate your ten years at the heart fashion with a limited edition of 200 signed portfolios, shot by Sølve Sundsbø and featuring Guinevere Van Seenus in ten of your favourite creations. One for every year. We caught up with Erdem to find out how this exciting project came together and what he has planned for his next decade.
What is Erdem X?
ERDEM X is a collaborative project with photographer Sølve Sundsbø and Creative Director Thomas Persson to mark my 10 year anniversary. It’s a limited edition signed portfolio which contains a set of ten photographs, modelled by Guinevere Van Seenus, which feature one dress for each of my ten years. Accompanying the prints is an illustrative folio with a forward by Anna Wintour and a series of 10 contributions from friends and supporters like Alexandra Shulman, Sarah Mower, Tim Blanks and Suzy Menkes. The portfolio is sold exclusively at my store on South Audley Street and www.erdem.com and all proceeds will be donated to The British Fashion Council Education Foundation, a fund which I received whilst studying at the Royal College of Art.
How did the project come about? What’s the idea behind it?
I wanted it to be a celebration of the extraordinary support I’ve received from so many people and to pass on the support by donating proceeds to The British Fashion Council Education Foundation which I myself received whilst studying at the Royal College of Art. The project itself is a testament to what this support can achieve. From all those who generously donated their time to make this project happen, including Solve, Thomas Persson, Frith Kerr who designed it and so many others, to the support of our amazing partners: NARS, Smythson and Sotheby’s.
What is that appeals to you about Guinevere van Seemus that lead you to cast her as the face of Erdem X?
She has this incredible quality of becoming each outfit she wears. She’s amazing to work with. She is almost like an actress and dancer, she moves so beautifully….
How did you go about selecting your hero looks? Was it difficult to pick your favorites?
It was definitely an interesting exercise to go through the archive and revisit all ten years and to see that evolution and understand what changes and what stays the same. It wasn’t easy to pick just one from each year and there are certain looks I’m sad we didn’t get to include.
What’s been the highlight of the past ten years?
There are so many highlights, it would be impossible to list them all. The opening of my first store on South Audley Street in Mayfair this summer is definitely at the top of the list. It is so amazing to finally have a home for ‘her’.
Do you have any regrets?
No. I try not to, its unhealthy.
What’s your earliest fashion memory?
I remember my parents taking me to The Nutcracker and me getting home and making paper dolls of the entire cast. I was always obsessed with fashion even as a child. I remember watching fashion file with Tim Blanks and Elsa Clench on CNN…
Do you remember the first thing you ever made?
Yes, it was a blue dress for my sister’s Barbie. I still have it!
What are you plans for the next ten years? What’s next?
There of lots of things I would like to do, more stores, maybe a scent…it’s all exciting.
