The Erdem label was founded in 2005 in London by designer Erdem Moralioglu. The label received the Vogue Designer Fashion Fund in 2010, the biggest sum (£200,000) ever awarded to a fashion designer in the United Kingdom. The label has become well-known for its signature use of floral motifs. Flowers - from prints to organza embellishments - adorn most of the Erdem offering. Gowns from the label skim the floor and pull in at the waist, emphasising the female form.