Norwegian designer EDDA returned to London Fashion Week with her playful and quirky design by showcasing her Merit Award-winning Spring/Summer 2018 collection on the second day of London Fashion Week at Freemason Hall.
With a background from summer school at Central Saint Martin and a degree from London College of Fashion, 25-year old Edda Grimnes has built a designer business on a global level.
EDDA’s collection of this season was inspired by the 1950’s silhouettes with elements of feminine glamour and sports-luxe. Colourful printed accessories such as handbags, oversized hats, boots, belts and headbands, with her distinctive pattern cutting and printed lifelike sketches.
The collection of SS18 was filled with sophistication with the use of colours such as mustard, olive, grey, light pink and blue. Strapless dresses, trench coats and skirts inspired by the 50’s cut were some of the pieces found in the collection. EDDA’s unique garments contrast textures of fabrics such as cotton twill, silk, canvas, and cotton crepe.
During the presentation of the collection, Edda explained: “this collection was inspired by women from the 20th century who embrace their femininity still being sporty and independent, such as Greta Garbo, Edwina Mountbatten and Madame Yevonde”.
The presentation was playful and fun to watch with models standing on stage and walking in the crowd of the audience. Edda’s warm personality made everyone feel welcome and her collection was stunning. Her signature design is unique and exciting. It is not going to be the last time we are going to see EDDA’s design presented and we can’t wait to see the next chapter for her brand.
Text: Maiken Olsnes