What with Fashion Week and then the endless onslaught of press days, it would be easy to get totally wrapped up in what’s hot for AW11 and forget that we’ve only just managed to shed last years winter wooleys! Now I’m not saying for one second that pre-viewing (and hopefully pre-ordering) next season’s finest fashion fare isn’t fantastic. Let’s face it, getting your hands on wholesale price designer booty 6 months before it hits the stores is the stuff that dreams are made of. But at the risk of sounding very boring and very British, I want to make the most of what little warm weather we get before even thinking about what I’ll be shopping for come September. So for now I’m going to veto next season’s goodies and focus instead on the summer delights offered up by my favourite designers. We may not all be shopping the runway collections, but that doesn’t mean we can’t use them for a little pre-spree style inspiration. First up, Erdem.

Erdem SS11

I’m sure it will come as no surprise to hear that I absolutely LOVE Erdem… After all, who doesn’t? Since launching his eponymous line back in 2001 the Canadian-born createur has been hailed as “one-to-watch” and in recent years his star has continued to rise. Erdem Moralioglu has scooped up an almost indecent amount of awards during his fashion career so far including the prestigious BFC/Vogue Fashion Fund Award in 2010. There can be now doubt about it, this young designer is seriously hot property.

Erdem SS11

If you ask me, the reason for Erdem’s phenomenal success is a simple one. He makes dresses that women really want to wear. I’m sure that the quality of craftsmanship and materials that go into every Erdem extravaganza are second to none but ultimately the reason he is so phenomenally popular is because his pieces are beautiful and make the wearer look and feel beautiful. Ok, so he’s not the next Martin Margiela setting the fashion world on fire with his controversial and outlandish designs but is that in anyway to the detriment of his designs? Don’t get me wrong, I adore Margiela’s work. After all, it is nothing short of genius. But do I crave his duvet coats and infamous “tabi” boots as I do Erdem’s vibrant, floral dreams? Honestly, no and anyone who claims otherwise is either far, far more fashion forward than I will ever be or a total liar.

Erdem SS11

As much as I’d love to be able to work the grungey, cool-girl look in high-top’s and ripped vintage denim, it’s just not my style. Erdem’s refined, feminine aesthetic is much more my cup of tea. Maybe I’ve been watching too much Mad Men, but right now I am loving all things ladylike. This summer I am going to go for classic elegance with a modern twist and indulge in delicate lace and picture-pretty floral prints for a look that exudes garden party chic.

Love Ella. X