Backstage at London Fashion week, KALTBLUT Magazine caught a glimpse of something a little different. A design perspective that most people would shy away from, Edda Gimnes runs towards. We take a moment to talk to the designer about her vision and future aspirations for self named label Edda Gimnes.
KALTBLUT: How would you describe your self and your work?
Edda Gimnes: I am very social, passionate and adventurous. The cuts are simplistic, energetic, and playful and textile based. I absolutely love textiles like embroiders and love the idea of making personal clothing that are hand drawn and painted.
KALTBLUT: Tell us about your journey that led you to this point.
Edda Gimnes: I grew up in Oslo, Norway – in a very peaceful environment, not too far a way from the city centre. We had a massive room in the house filled up with, pencils, paints, dolls and loads of costumes always there for my three sisters and me to play around with and use our imagination. I think this is why all of us are now within the creative field.
I always loved creating and making things from a young age, but it wasn’t until I did a summer school at Central Saint Martins in Fashion Design after Sixth Form, I realised that that was what I wanted to do with my life. I had some amazing teachers that had worked for VOGUE etc, which really inspired me. Moving to London was important as well. I absolutely fell in love with the city – just like a melting pot with so many different cultures and people. The city was so different from Norway – everyone has their own identity in London and can be more experimental with their style and aesthetic.
I did my foundation year at London College of Fashion, and then I went on to the womenswear course. I finished my degree last June, and I am now setting up my own label. I won the BFTA competition in London and was therefore representing UK in the REMIX competition in Milan in partnership with Italian Vogue, where I won the bronze award. I also showcased my work as ´ones to watch with Fashion Scout in February. Represented by London based PR Agency Black PR.
KALTBLUT: What would you say this is the biggest influence to your design process.
Edda Gimnes: Definitely my lustration process, that’s when I decide on whatever I will make, and the patterns are made according to the illustrations, so I would say the process is the opposite way around. It’s the drawings that gets my carried away and makes me start the design process, and has a huge Impact on how the collection will look visually.
KALTBLUT: We can see textiles is a large part of your design aesthetic, talk us though your process.
Edda Gimnes: I have always loved textiles and colours, and I would say that’s my strength. I would always look at fabrication before the silhouette. I believe that the first thing you get drawn to when you are looking for clothes is the surface textiles and colour. I think nowadays it is more important than ever with surface textiles due to all the silhouettes that’s have already been produced. For my collection I was hand-drawing almost all my illustrations and prints with my non-dominant hand to get that naïve and child like look. This collection was very graphic monochrome, black and white combined with heavily embroideries in green and pink with details of fur.
KALTBLUT: How would you describe the Edda Girl?
Edda Gimnes: Fun, energetic wild and playful. This line of clothing is aimed at self-defined women of all ages; an individual who is young at heart, vibrant and energetic, and that dares to be different. My designs have the main goal to empower women.
KALTBLUT: What’s your inspection behind your current collection?
Edda Gimnes: For my last collection I came across an older man at Wimbledon car-boot sale who gave me a whole garbage bag full of 300 old and lost photographs I found my true inspiration. The photographs were from the 1920´ onwards, from old ladies in massive fur coats, to nude photographs from the 1940´s. The
photograph’s where very unique, with so much energy and life. I have a real interest in objects with
a story and reference behind them, as I find this to be a much more relevant source of inspiration for my work adding character and meaning instantly to what I create. I produced my collection with the idea in mind that the viewer would be able to build up their own narrative and interpretation of my work due to all my disparate elements in my collection from fur pieces, canvas fabric, a huge embroidered dress to delicate bras. Therefore for my SS17 I am selecting another 100 photographs from the same garbage bag, I want to develop a continuation of this idea of story-telling, by creating a narrative that can be interpreted by my audience in their own way, allowing them to be immersed into my brand and aesthetic fully. I will be looking to use similar shapes next season and will of course be still working with fur but I am developing some new concepts.
KALTBLUT: Who’s your dream client?
Edda Gimnes: Lady Gaga, Anna Dello Russso.
KALTBLUT: Who’s your favourite fashion icon?
Edda Gimnes: Crace Coddington, Chiara Ferragni, Hanneli Mustaparta and Anna Dello Russo.
KALTBLUT: What does 2016 hold for Edda?
Edda Gimnes: am now represented by London based PR Agency Black PR who have been sending out my AW16 collection for publications such as InStyle, freelancers such as Kimi O’Neill and Anders Sølvsten Thomsen for different projects they are working on. Along with celebrities such as Lady Gaga and Charlie XCX. Recently a luxury fur company HKFF Hong Kong Fur has been in contact and wants to do collaboration on a future A/W collection. I am also trying to get a suitable manufacture on my collection to start on production. I am currently working on my SS 17 collection to showcase during LFW as well as working on a new and very exciting illustration project.
KALTBLUT: Whats the best piece of advice you were ever give?
Edda Gimnes: There is only one thing that makes a dream unachievable, the fear of failure.
KALTBLUT: What was the last music track you listened too?
Edda Gimnes: “Hymn For The Weekend “- Coldplay
KALTBLUT: What do you do to let your hair down?
Edda Gimnes: When I hang out with friends, listen to music and go travelling and exploring new and exciting places.
KALTBLUT: Whats the best thing about being you?
Edda Gimnes: Being able to work with something I Love.
KALTBLUT: If you were an animal what would you be?
Edda Gimnes: A bird
KALTBLUT: Where can people buy your work?
Edda Gimnes: am currently trying to get stocked at various shops in Japan, London and LA, but I am currently trying to get my production in place with a suitable manufacturer. I will within next month start selling my garments online at my website.
Web: www.edda-gimnes.com Instagram: edzgimnes Facebook: www.facebook.com/edda.gimnes
Credit:
Team Credit:
Photography: Karl Slater www.instagram.com/slaterkarl
Stylist: Kennedy Silver
Make-up & Hair: Shaz Massey using ‘M.A.C Cosmetics’, ‘Dermalogica ‘Skin Care and ‘Bumble and bumble’ Hair Care products. www.shazmassey.com
Model: Monika Rush at The Squad
Graphics: Karl Slater
Wardrobe: Edda Gimnes
Text: Karl Slater
