Text: Anja
Photos: Elliot Lee
Videos: Terris Chiang, Fiona Lin & Tay Yixuan

Despite his stellar popularity amongst the young and stylish such as Sienna Miller and Ashley Olsen to the First Ladies of both fashion and the United States, Anna Wintour and Michelle Obama, the bespectacled and polished Erdem Moralioglu remains diplomatic and calm about his fame.

The designer's popularity soared after winning a number of British Fashion Council and Vogue Fashion Fund Awards.

He explains of the greatness of London and boasts of the plethora of gifted young designers who he felt 'privileged to be recognised amongst'. Not expecting to receive the award, he had even called up the next day to double check if the £200,000 British Fashion Council Awards prize was actually supposed to go to his operations.

The incredulous designer speaks very fondly of his adopted city, London, and when asked about the city's influence on his design process and style, he replies with 'London affects everything. It has been my home for over 10 years. He believes that the wonderful city is 'such a catalyst for so many things. Art, music... everything' as so many ideas stem from the metropolitan area.

As I introduced myself backstage at his Autumn/Winter 2011 Collection Show last night at the Audi Fashion Festival, his friendly and still persona reciprocates humbly.

In fact he's so humble and diplomatic that he was hard pressed to name a celebrity that he had most fun working with. "Keira's very lovely. She's a lovely person in general...and she's very beautiful," he said.

The label, established in 2005, comprises of designs that have an aim of making every woman feel comfortable in, no matter what sizes or shapes they are. Erdem believes that all ladies deserve to look good in his pieces and also from every angle. His designs offer sizes up to 16, which is unusual for high fashion collections.

The diplomatic figure describes his ideal woman for the label as someone who is 'independent in thought', a girl who 'marches to her own drummer', is 'intelligent and not bothered by trends'.

His collections usually revolve around manipulated graphic designs, quality silk prints, the use of bold colours and embellishments. His influences come from his upbringing in Canada and 'being surrounded by the outdoors' and his pure love for nature. Last night's collection however, is quite different to his signature floral-inspired prints, it has been 'influenced by abstract art'.

PHOTOS: Runway Style Erdem A/W 2011
VIDEO: Reactions to the show

The polite young man also speaks very fondly of his twin sister, Sarah, who is 'very much a part of the whole (design) process'. No sibling rivalry between the pair, instead Sarah is 'a wonderful critic' who dons his pieces and 'gives feedback immediately'.

For those men who were hankering after his printed pants last night, hold your breath. Erdem has no plans to expand to the menswear line...yet; but if you ask nicely, the affable designer might do it one day.

WATCH full interview with Erdem
PHOTOS: Erdem Post Show
Lookbook: Fashion Melting Pot
VIDEO: Highlights from Day 2 of the AFF
VIDEO: Runway Style Erdem A/W 2011