Merit Award: Edda Gimnes spring/summer 2018 collection presentation for LFWLondon Fashion Week SS18
Edda’s SS18 collection entitled “Kuneska” draws inspirations from 1950s silhouettes and derives inspiration from Greta Garbo, Madame Yevonde and Edwina Mountbatten for their attitude and embracing of their femininity. The garments combine sports-luxe with glamour which can be seen in the form of strapless dresses, box jackets and knee length trench coats
Child-like illustrations and digital prints feature and are symbolic of a child-like nature of naivety, quirkiness and playfulness – an idea further exemplified by pops of pink and yellow, which can be seen in the form of a pink draped dress with plastic buckle straps and more playfully in the form of a sweatshirt which is paired with tailored pink trousers and accompanied by a pink and mustard accented bag.
There is also a more mature colour palette in the form of olive, mustard, hues of grey accented with light pink and teal. One particular ensemble consisted of a structured olive coat with black and white stripe detailing, with a pocket that has drawn on illustrations of a button and stitching in the pale pink colouring, whilst another included a pale teal structured box jacket, (with large buttons and illustrated pockets), paired with matching trousers and accessorised with pointed illustrated shoes.
Accessories played a particularly strong part in showing the brands image informed by the use of colourful handbags, coloured belts, headbands and in one particular instance an oversized wide brim hat which was paired with a cape, a strapless swimsuit body and illustrated boots. A pink child-like plastic buckle belt could be seen paired with a strapless mustard dress with jewelled detailing and is an example of Edda’s intention of incorporating the more mature and quirky, playful pieces together in one ensemble.
Despite the tone of this season’s collection being sophistication, the core identity of the brand’s playfulness is still evident particularly through the use of sketches and utilitarian buckles and features. Additionally the exposed skin, glossy flushed cheeks of the models and elements such as a pink fluffy scarf further exemplify the child-like illustrations Edda is distinctive of and renowned for.
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