When it comes to fashion, Erdem Moralioglu "rebels with lace and tulle."
At least, that's what the designer, who's considered to be Britain's answer to Christian Lacroix, told Vogue about his collections back in 2007.
The Canadian designer, who is based in London, is known for his fanciful floral designs and romantic pieces that have attracted a celebrity following that includes Kiera Knightley, Diane Kruger and Michelle Williams.
After moving to London and interning with Vivienne Westwood in 2000, he worked with Diane Von Furstenberg in New York in 2004 and established Erdem in 2005.
That same year, he made his runway debut at Fashion Fringe, according to the mag, and won a prize of about $180,000.
And that wasn't the only big money prize he scored.
Erdem also won the inaugural British Fashion Council/Vogue Designer Fashion Fund Prize in 2010, which gives designers € 200,000 (about $271,520) and mentoring support.
The famed fashion designer, who told Neiman Marcus fashion director Ken Downing his fall 2014 collection would touch on "codes of femininity," is scheduled to show what he's been working on at London Fashion Week Monday, Feb. 17.
And he also described what he thought was an "Erdem woman."
If there is an Erdem woman, she is the same woman who existed when I was a student," he said. "To me, she has always been someone who has lived in my sketchbook. I draw constantly, and I'm always trying to figure out each collection, which I do through illustration. So [the Erdem woman] has never been a concrete muse or a target audience."