EXCLUSIVE: Erdem Launches E-Commerce-------
“It’s a really interesting language that was initially really foreign to me,” said Erdem Moralioglu of e-commerce. Not so foreign anymore, however, as the London-based design darling has taken his first step into direct retailing today with the launch of his new website and global e-tail platform, erdem.com. “I wanted it to feel legible, like something that you could understand and navigate easily, but I also wanted it to feel personal, like there was content there that was interesting.”
Timed with the release of his Pre-Fall ’14 collection, the site allows Erdem fans to enter—albeit virtually—Moralioglu’s world of experimental fabrics, floral prints, and intricate craftsmanship. They’ll also be able to experience his shows through a myriad of lenses, be it inspirations, backstage, on the runway, or through video, thanks to the help of creative agency Wednesday, which helped to design and develop the site.
Exclusive styles, like his sleeveless Breton dress in a black diamond lace motif (“It just felt really right to create a black version that could fit into so many different women’s lives”) are available for purchase through the new site. Other collaborative products, like Erdem jewels by Vicki Sarge and his lizard-embossed pumps made by Nicholas Kirkwood, are also on offer.
“When it came down to whether we should open up a store or launch e-commerce, and what order to do it in, e-commerce felt like the most natural thing to do first,” he told Style.com. “It would provide a platform where we could offer something to my woman on a global level.” For those in London, however, a brick-and-mortar Erdem store is forthcoming, though the designer remains tight-lipped as to when. “It’s something that we’re working on,” he says, “and we’re excited about it.”
A new Erdem logo—reimagined with design firm Michael Nash—also debuts today. “My name has five letters in it, and for whatever reason, putting it in caps felt so much more balanced. There was just something about the weight of it that felt really elegant and timeless,” he added. “There’s something that looks quite modern about it but looks like it always existed.”
One might say the same about his standout designs, which, for the first one hundred erdem.com customers, will be shipped free of charge. On that note, happy shopping.