Norwegian up-and-coming fashion designer, Edda Gimnes—aka EDDA—has won a lot of awards lately.
Previously featured in volume 9, at the end of last year, she was already handpicked by the New York Times as one of the fresh-out-of-fashion-school designers to watch. The same year she was granted the AW16 Fashion Scout «Ones to Watch» award, as well as «Germany's Designer for Tomorrow Award", with former Creative Director of Lanvin, Alber Elbaz, as one of the prestigious judges.
Earlier this fall she showcased her new SS18 collection at Fashion Scout’s presentation studio in London, and were chosen by Fashion Scout as SS18 winner of the coveted Merit Award — a talent initiative worth £20,000, created to support and develop new designer businesses on a global level.
Like her previous efforts, the SS18 collection is characterised by bold and 50s’ like silhouettes, colourful patterns and playful, almost child-like doodles, conceptually drawn with her non-dominant hand. In addition, the collection was created under guidance by Alber Elbaz. To the NY Times EDDA stated that «He said he loved my drawings because they’re both ugly and beautiful, and that I should maintain that quality, because people get tired of perfection in this world.”