In his second menswear collection, Erdem Moralioglu goes for streetwear – something you never see in his often dramatic women’s offering. “Utilitarian romanticism” is how the London-based designer summed up his newest creative venture. He has a point: in a world where people wear couture-house joggers to dinner, and even Moralioglu surrenders to sporty dress codes, streetwear is really just daywear. “It’s a boiled fleece hoodie with a tailored, nipped jogger,” he said of the collection’s most informal look, describing those garments exactly like he would his ladylike womenswear. But unlike that womenswear Erdem’s men’s world has a relaxed, almost light-hearted quality about it. The designer has been living in the spring men’s collection since he received the first pieces, and, as he confirmed, “it’s very personal.” While the first collection only started to arrive in stores in November, his recipe of ravishingly-colored knits, corduroy, and printed denim has seen great response from the yet-to-be-defined Erdem men’s customer, and has gone down well with his trusty female clientele, too. This season, he took inspiration from the work of two women, who may as well have played muses to one of his women’s collections: Madame d’Ora, a Viennese portrait photographer and contemporary of Picasso, and Madame Yevonde, a portrait and still-life photographer who worked in London around the interwar era. Together, their subjects, grading techniques, and the latter’s use of color inspired a 1930s-driven collection, which borrowed from the women’s wardrobe of the time, and fused those references in Moralioglu’s contemporary “utilitarian romanticism.” What emerged through Moralioglu’s second menswear proposal was a men’s wardrobe of conventional contradictions: feminine vs. masculine, formal vs. informal, Old World vs. new world. Those dichotomies are hardly new territory in menswear, but through the lens of Erdem – with all its history and romanticism – this menswear brand already feels unique and familiar in a way that gives it a character of its own on a very saturated market.
Collage by Edward Kanarecki.