Edda Gimnes, the Norwegian young designer behind EDDA, won Fashion Scout’s ‘Ones To Watch’ for her AW16 graduate collection. Gimnes has an ability to create pieces submerged in a story, as was seen through her monochrome AW16 pieces that carried a theme of bold lines and disparate spaces. This talent shines through in the SS17 presentation, where enlarged hats and curious shapes dominated.
Edda’s artistic and unusual style has made her incredibly popular for a fresh, young designer, and this collection was eagerly awaited. The purposeful niavity and imagination present in her work has made the graduate’s unique style quite charming, a charm that echoes through the colourful lines of paint present in the spring/summer collection.
The variety of dresses, flared trousers and mules were styled with wet hair and shocking blue eye makeup. Underneath the clothes, the models were relatively minimal and paired down, simultaneously creating a calm atmosphere whilst providing space for the vibrant pieces to flourish.
An eerie, beautiful music, with a jazz feel and strong beat filled the room as the collection was revealed, including three of EDDA’s unforgettable, extraordinary hats. Alongside pieces in the designer's signature style, were dresses in pink glitter hues, and a fur trimmed, olive green jacket.
Hand sewn and painted pieces reference a form of originality that is difficult to find in an era of mass production, as is seen through the excitement that Gimnes’ work has produced. The spring/summer 16 presentation followed along a similar vein, as the presentation provided an interactive experience for the audience, where models spoke to one another and posed for the sea of cameras as well as phones held up in awe.