women

Erdem Moralioğlu Believes Women Who Buy His Clothes Are “Smart”

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Fashion designer Erdem Moralioğlu, who shows his collections as part of London Fashion Week, has opened up on his customers, explaining that he has been thrilled to see some big star names in his designs over the years including the likes of Michelle Obama. Erdem believes those who like his pieces are "smart" women who are most interested in simply looking good and don't have much interest in celebrity fashion: ''My customer is intelligent. I'm very flattered that Michelle Obama and Samantha Cameron are fans, but I think my customer is smart: I doubt she'll buy a dress because someone famous has worn it. The reality is, she [the customer] will buy it because she has an emotional attachment to it and looks good in it.''

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Erdem thinks that designing for the catwalk and then making those pieces actually translate to real-life wear can be quite a difficult task. He admits that it is "daunting" to make designs that are appropriate for a fashion show that people want to actually buy after the show itself: ''It's one thing to create a collection for a show, it's another to make dresses for women to buy and wear. That moment after the show when you realise you have to make the translation from the catwalk to reality is gratifying, but initially very daunting.''

However, he loves his job and thinks fashion brings a sense of joy to people: ''Fashion gives you a sense of joy. How incredibly dull the world would be without it. The same can be said if the world didn't have architecture. It's something that's aesthetically pleasing.''

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