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.''
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.''
