Erdem Moralioglu is one of London's hottest names to watch right now, which is why Anna Wintour was sat front row at his Spring 2010 show. He created a line of bright coloured floral print frocks with 3D images. There were capped sleeves, ruffled tiers and lace detailing adding to the pieces. Erdem explained how he wanted to move away from his previous style, "I really didn't want anything blurred this season." He also added that the collection was roughly based on Japanese girls in the twenties adding, "Although, I never really do theme. I always think it should just be like reading the next chapter of the same book." Indeed, this season Erdem succeeded in creating a new look which felt fresh and showed off his design talent.
To see more images from the collection, just read more.