Last year a dream came true for the Norwegian designer Edda Gimnes, based in London and Oslo.
She dressed up Gigi Hadid, Lena Dunham and Lady Gaga.
Gigi Hadid was seen wearing her statement garment in a private setting in Paris.
London College of Fashion
Fresh off showing her collections on the catwalk in Berlin and Oslo, the 25-year-old fashion designer, a graduate from the London College of Fashion, showcased her quirky larger-than-life aesthetic and illustrations with the Merit Award’s first-ever presentation in Fashion Scout’s impressive Freemasons’ Hall venue.
Along with her incredible talent, her spring/summer 2018 designs combine sports-luxe with 1950s glamour and a whole lot of fun with her child-like illustrations and digital prints, it’s her personality, she is very bubbly and passionate about her clothes that really shines through, a trait that some young designers forget about. As much as this industry is about talent, fashion also needs personality to sell and to draw attention, and Gimnes certainly does that, her happy attitude kind of resembles her illustrations and use of vivid colours.
The collection is strong and cohesive, and despite the more grown-up aesthetic the Edda quirkiness and fun factor still remains. The 1950’s silhouettes makes a statement, such as fit-and-flare dresses, which have been given an Edda makeover with illustrations and surface decoration that really blurs the line of fashion and art, with the dresses teamed with utilitarian buckles, both physical and printed life like sketches.
Other key highlights include the oversized wide brim hats paired with a one-piece styled under a bellowing cape with thigh-high sock boots, while the sophistication and glamour was seen with the knee length trench coats, box jackets, strapless dresses and handbags seen in a colour palette of olive, mustard, grey, soft pink and blue, accented with decadent colour pops of canary yellow.
London vs Oslo
While Gimnes might be from Norway, the designer already feels that London is her home and will be basing her eponymous label in the UK, while still dividing time between her hometown of Oslo.