Edeline Lee is the Canadian-born, British designer behind her eponymous brand which she launched in 2013. Exuding intelligent, modern femininity, her line is loved by the stylish, from Alicia Vikander, Karen Elson, and Taylor Swift to Livia Firth and Solange Knowles.
Edeline Lee SS20 Presentation
Toby ShawFresh from her London Fashion Week catwalk show, Lee discusses her brand and what we can expect next.
Edeline Lee SS20 Presentation
Toby ShawFelicity Carter: What was your first fashionable memory?
Edeline Lee: Matching my socks to my t-shirts in elementary school. It was the first time I really discovered the power of fashion.
Edeline Lee collection
Edeline LeeFC: How, when, why did you get into the industry?
EL: I studied at Central Saint Martins. I grew up reading the pages of Vogue, dreaming about the hallowed grounds that McQueen and Galliano walked. It was a crumbly, old building, but it just felt amazing to be there.
Edeline Lee SS20 Presentation
Toby ShawFC: How would you sum up the aesthetic?
EL: Structured, feminine, playful.
FC: What is luxury to you?
EL: Intelligent, craftsmanship, clothes with meaning and depth.
Edeline Lee SS20 Presentation
Toby ShawFC: Who is your customer?
EL: She is worldly, highly educated and aesthetically advanced. She maintains a punishing schedule, she is doing it all and she is doing it beautifully. I make clothes that fit seamlessly and practically into her life.
Edeline Lee collection
Edeline LeeFC: Which was the first-ever piece that you designed and how did it come about?
EL: I designed a pair of shorts in my home economics class at school. Peach and cream windowpane check. They were pretty ugly. FC: Currently which is your favorite piece and how do you wear it/them? EL: I like my pieces to be complete in and of themselves. Forgivingly cut and only just decorative enough that you can wear them without any accessories if need be. I like them to resist wrinkling so that I can literally throw them on and feel polished with no effort. At the moment, I am wearing the Alexandria Dress a lot.
Edeline Lee SS20 Presentation
Toby ShawFC: What's the best piece of advice that you've been given when it comes to handling the industry?
EL: My tutor at Central Saint Martins always compared us to racehorses, chomping at the bit. But it is a VERY long-distance race. Fashion is by definition ephemeral, but I prefer to play the long game.
Edeline Lee collection
Edeline LeeFC: What are your immediate and long term goals for your company?
EL: I would like to spend more time developing our own Ecommerce site. In the long term, I dream about a fully circular, sustainable company that nourishes both my team and clients. I love making and producing from one place here in London, I love being able to touch everything that goes out of the door, and I hope that we can continue doing this in the long term as we grow.
Edeline Lee collection
Edeline LeeSee more from the label at www.edelinelee.com.
https://www.forbes.com/sites/felicitycarter/2019/09/30/fashion-designer-edeline-lee-discusses-her-namesake-brand-and-playing-fashions-long-game/
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