Fashion Scout is proud to announce Norwegian designer Edda Gimnes and her eponymous label EDDA, as the SS18 winner of the coveted Merit Award. Created in 2009, the new talent initiative is worth £25,000 across three seasons and has been created to support and develop new designer businesses on a global level.
Selected from hundreds of applicants, EDDA’s larger-than-life aesthetic greatly impressed this season’s selection panel. In winning this season’s Merit Award, EDDA will receive a fully sponsored presentation during London Fashion Week with space to host press and buyers. She follows in the successful footsteps of past winners including; Eudon Choi, Phoebe English, David Koma, Roberts|Wood, Han Wen, Xiao Li and AW17 winner Katie Ann McGuigan.
Fascinated by colour and texture, Edda has always been preoccupied with the concept of past, old and forgotten objects. Her debut collection captured the interest and imagination of members of the press with its distinctive pattern cutting, digital prints drawn with non dominant hand and decadent colour pop details.
Upon hearing she had received the Merit Award for SS18 she said:
“The Merit Award is a amazing initiative to show support for up-and-coming designers, as getting recognition and guidance is incredibly important at an early stage. It is such an honour to receive this award and I am so thrilled to show my new SS18 collection with Fashion Scout this September. For me the Merit Award makes it possible for me to continue to building my brand.”
For SS18 EDDA draws inspiration from 1950s silhouettes, combining elements of sportswear and feminine glamour. Surface decoration reappears throughout the collection, alongside layering creating depth in each garment in a different and unique way. With a more mature colour palette of olive, mustard, hues of grey, light pink and blue teal are accented with yellow.
Fashion Scout’s Founder and Creative Director Martyn Roberts comments: