Erdem Creative Director Erdem Moralioglu and bespoke artisans from de Gournay have come together to create a new collection of resplendent clothing and Chinoiserie wallpapers.
de Gournay’s masterful hand-painted creations for wallpaper and fabric translate effortlessly into the realm of fashion; their designs form ornate and delicate building blocks for this Spring 2020 collection featuring Erdem’s elegant silhouettes. A riotous depiction of nature full of blooming flora and frolicking fauna, the wallcovering is rendered in kaleidoscopic, saturated colour. Chrysanthemum, Hydrangea, Hollyhock, Irises, and Morning Glory jostle amidst verdant branching lattices, with sparrows, warblers, pheasant and egrets playing amid the foliage.
Erdem gave instructions for the birds to appear full of life and so they do, darting through sprigs and twigs, taking flight, and craning their necks energetically. With de Gournay’s provision of hand-painted design work, the Erdem team plotted the elements into a pattern repeat suitable for clothing and altered the scale, laying the floral motifs over grounds of black, white and navy. The resulting collection combines the exquisite character of both brands, with de Gournay’s first executions of wallpapers in ‘Golden Yellow’, ‘Adam Grey’ and ‘Kelly Green’. The ad campaign photography accentuates the visual interplay of scope and scale by juxtaposing one with another, and in some cases adding three-dimensional floral elements as well in the form of pink and yellow orchids. Gorgeously realized in all iterations, the release of the ad campaign cleverly included close-up imagery of the hand-painted bird motifs along with the photography, so that viewers could indulge in each individual brushstroke.
Erdem Creative Director | Erdem Moralioglu Chinoiserie Wallpaper | de Gournay
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