“We’re having a Hitchcock moment,” Erdem Moralıoglu says during his surprise encounter with Polly the peregrine falcon. Vogue’s ploy to draw the erudite designer out of his bustling East London studio for a breath of fresh air during the final sprint to his spring 2022 show has paid off. The beloved Canadian designer is well known for his encyclopaedic knowledge of literary and historical references––today’s chat centers on the cinematic adaptation of British author Daphne du Maurier’s classic horror novel, The Birds—making Erdem-the-brand synonymous with great female heroines of fiction and history; each season they are front and center in his ornate fashion storytelling.
“Doing the falconry made me think of Marianne North, who was an extraordinary Victorian botanist and amazing explorer at a time when women couldn’t travel alone,” Moralıoglu tells Good Morning Vogue. “The strength and power of femininity is something that has absolutely inspired me again and again.”
Elsewhere in his oeuvre, Italian activist and photographer Tina Modotti and American Vaudeville child star Adele Astaire have come alive through designs that are worn by the likes of Beyoncé, Madonna, and Oprah.
The day’s ornithological escapade unfolds in the name of celebration. Erdem is set to soar during London Fashion Week with a show that marks his return to a real-life runway (in the British Museum’s impressive colonnade, no less) and the 15th anniversary of his independent British fashion house. His success is a feat that, last year, saw him awarded the MBE for services to the fashion industry in the Queen’s Birthday Honours List.
See Erdem’s impromptu avian 15th anniversary celebration below, together with a hint on what’s next for the British fashion star.
Featuring Erdem Moralıoğlu
Hosted by Julia Hobbs
Director John O’Rourke
Executive Producer Liv Proctor
Producer James Graley
Director of Photography John Fisher
Camera Operator Harry Truman
1st AC Joe Salkey
Sound Mixer Matthew Groark
Assistant Producer Abigail Bryony
Runner Orlando Bryant
Edited By Sam Norton
Post-Producer Katie Cooper
Assistant Editor Inka Ritola
Bird Handlers Ross Hicking Eleanor Evans