MERIT AWARD WINNER
The young new Norwegian fashion designer EDDA is already creating quite a mass hysteria in the fashion industry. Being named by the New York Times as one of ten “Fresh out of Fashion School designers to watch”, receiving the sought after AW16 Fashion Scout ‘Ones To Watch’ award. More recently she fought off impressive International competition to win “Germany’s Designer for Tomorrow Award” with Patron Alber Elbaz as one of the prestigious judges and now EDDA is the proud winner of the esteemed Fashion Scout Merit Award for this season SS18 collection.
Her SS18 Kuneska collection, pays homage to some of fashions most prolific icons Greta Garbo, Madame Yevonde and Edwina Mountbatten. Icons that have redefined fashion internationally whilst creating some of the most historically monumental looks over decades. EDDA channels their attitude through this collection revitalising their conspicuous confidence and basking femininity, with a mature colour palette of olive, mustard, hues of grey, light pink and blue teal all accented with decadent colour pops of egg yolk yellow.
Combing sports-luxe, feminine glamour and 1950s silhouette this collection embraces playfulness and a childlike adolescence, and sophistication reflected in her illustrations. The antithesis of these very different qualities only adds to the designers quirky yet classic signature pieces. Founder & Creative Director of Fashion Scouts describes EDDA as “ a truly innovative and pioneering designer with a unique and exciting signature. We have been championing her work for the last three seasons and have watched the label win awards around the world. Fashion Scout are excited to give her the opportunity to build the EDDA brand here in London. “ EDDA looks set to be on her way to becoming her very own fashion legend.