In Pictures: Erdem unveils second London store on Sloane Street

Erdem has this week opened its second London store at 50a Sloane Street in Chelsea, adding to its Mayfair flagship at 70 South Audley Street, and now showcasing its AW25 womenswear collection.

The 1,291 sq ft two-floor space occupies a 1920s Art Deco building and has been designed by P. Joseph Architecture & Design “with a focus on craft and contrast”.

Key details include hand-painted canvas wall panels in Erdem's signature blue, reclaimed encaustic floor tiles, plaster finished mannequins and bespoke furniture and lighting pieces by British and international makers.

Erdem Moralıoğlu, founder and Creative Director of his eponymous London-based fashion label Erdem, which he established in 2005, said: “After ten years in Mayfair, our expansion to Sloane Street represents a natural evolution.

“If South Audley Street feels like her private home, then Sloane Street is her studio – a space full of energy and expression.”

Embracing the idea of a collector’s studio, the space features notable works by leading female artists including Tracey Emin, Nan Goldin and Kaye Donachie, shown in dialogue with key pieces by painter Henry Lamb and German Expressionist sculptor Wilhelm Lehmbruck.

The Sloane Street opening follows the recent Erdem pop-up installation at Selfridges, which ran until mid-September and was in collaboration with artist Kaye Donachie.

Last month also saw Erdem launch its SS26 collection as part of London Fashion Week. Florals emerged as a consistent motif throughout the collection, appearing in embroidery, prints and appliqué - a testament to the designer’s signature detailing and innovative use of botanical themes.