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.

Image: EDDA

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.

EDDA has been named by the New York Times as one of ten “Fresh out of Fashion School designers to watch” and also received the sought after AW16 Fashion Scout ‘Ones To Watch’ award. More recently she fought off impressive International competition to win “Germany’s Designer for Tomorrow Award” with Alber Elbaz as one of the prestigious judges.

EDDA is a truly innovative and pioneering designer with a unique and exciting signature.

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.

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 yelllow.

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.”

I am so thrilled to show my new SS18 collection with Fashion Scout this September.

Fashion Scout’s Founder and Creative Director Martyn Roberts comments: EDDA is a truly innovative and pioneering designer with a unique and exciting signature. We have been championing her work for the last three seasons and have watched the label win awards around the world. Fashion Scout are excited to give her the opportunity to build the EDDA brand and profile here in London.“

Image: EDDA

EDDA will showcase her SS18 collection at Fashion Scout London, in the Presentation Studio on Saturday 16th September 2018 at 14.30 during London Fashion Week. Please contact nicola@fashionscoutevents.com for invite requests.

Fashion Scout
Fashion Scout is the international showcase for fashion pioneers.

Over the past 11 years Fashion Scout has scouted, supported, nurtured and showcased pioneering designers including Iris Van Herpen, Peter Pilotto, Eudon Choi, David Koma, Felder Felder, Maria Francesca Pepe, Piers Atkinson, Agi and Sam, Martina Spetlova, Helen Lawrence, Georgia Hardinge and many more.

Featuring a selection of innovative UK and international designers, Fashion Scout London will be hosting over 40+ catwalk shows, salon shows and presentations for SS18.

Fashion Scout London is held at the iconic Freemasons’ Hall, Covent Garden, from 15th-19th September 2018, Fashion Scout’s 22nd season during London Fashion Week.

Merit Award
The new talent initiative is worth £25,000 over three seasons and has been created to support and develop new designer business on a global level.

Since its inception in 2009, the Merit Award’s role call includes Han Wen, David Ferreira, Roberts|Wood, James Kelly, Gyo Yuni Kimchoe, William Tempest, David Koma, Hermione De Paula, Eudon Choi, Georgia Hardinge, Leutton Postle, Phoebe English, Heohwan Simulation,Yifang Wan, Xiao Li and Katie Ann McGuian.

The Merit Award is a highlight event and acts as a key draw for UK and international press and buyers each season.

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