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Merit Award Winner EDDA SS18 London Fashion Week

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Merit Award Winner EDDA SS18 London Fashion Week

Designer Edda Gimnes is paving her own path in the fashion world, carving out a unique aesthetic based around her carefully created illustrations. This signature illustrative style was developed at London College of Fashion when the designer began drawing with her non-dominant hand - the result is something completely unique, which has become a signature of her fast-growing label.

Merit Award Winner EDDA SS18 London Fashion Week

'Kuneska', the SS18 collection shown at Fashion Scout this season, was the Merit Award winning collection at Fashion Scout this season. It drew inspiration from 1950's silhouettes and the attitudes and femininity of Greta Garbo and Edwina Mountbatten.

Merit Award Winner EDDA SS18 London Fashion Week

A creative and quirky collection it channelled a prim sophistication, with pieces showcasing digital prints of Edda’s playful drawings and creating an instantly recognisable signature.

Merit Award Winner EDDA SS18 London Fashion Week

The tone was glamour - short boxy jackets, voluminous strapless sun dresses, oversized brim hats, trench coats and sweeping capes creating a dusting of vintage movie star magic. This was interwoven with contemporary sports-luxe styling and – everywhere - those wonderful prints. The colour scheme reminded us of sugared almonds and citrus – it was fresh, playful and went down a treat.

Merit Award Winner EDDA SS18 London Fashion Week

Merit Award Winner EDDA SS18 London Fashion Week

Words by Shona Daly. Presentation images shot for us by Kerry Curl. Backstage images shot for us by Maps Studios.

Backstage

Merit Award Winner EDDA SS18 London Fashion Week

Merit Award Winner EDDA SS18 London Fashion Week

Merit Award Winner EDDA SS18 London Fashion Week

Merit Award Winner EDDA SS18 London Fashion Week

Merit Award Winner EDDA SS18 London Fashion Week

Merit Award Winner EDDA SS18 London Fashion Week

Merit Award Winner EDDA SS18 London Fashion Week

 

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