The brand was established in 2005. Its founder Erdem Moralioglu earned a bachelor's degree in fashion at Ryerson University in Toronto and cotton the Royal College of Art in London. Before the launch of his eponymous label, he did an internship with Vivienne Westwood and Diane von Furstenberg. The half-Turkish and half-British designer offers poetic and timeless collections for women, starring lace, tulle and perfectionist floral prints. The dresses and accessories are made with the Toteest precision in an artistic way and manifest an intriguing and romantic interaction between strength and beauty. According to Erdem, fashion is not about what a woman is wearing, but how she feels.