ERDEM will open the doors to a new Sloane Street boutique this month, bringing with it a masterclass in modern romance. Erdem Moralıoglu, the Canadian-born, London-based designer, long celebrated for his exquisitely crafted, poetically detailed clothes, has opened a new two-level boutique at 50A Sloane Street, marking the brand’s second London home.

Designed in collaboration with P. Joseph Architecture & Design, the space occupies a 1920s Art Deco building and reflects ERDEM’s signature dualities: modernity and nostalgia, structure and softness, couture detail and ease. 

Hand-painted canvas wall panels in ERDEM’s signature blue sit alongside reclaimed encaustic floor tiles (vintage ceramic tiles patterned with inlaid pigment rather than glaze), while bespoke furniture and lighting pieces by British and international makers add warmth and texture. 

Erdem describes his new Sloane Street boutique as a “studio” for his muse — “a space full of energy and expression.”

Since launching his eponymous label in 2005, Moralıoglu has become one of Britain’s most revered designers — his name synonymous with delicate lace, emotive florals, poetic silhouettes and meticulous craft. His clothes have been worn by the Princess of Wales, Michelle Obama, Alexa Chung, Lily James and Keira Knightley, among many others, each drawn to his unique blend of strength and softness.

To mark nearly two decades of his eponymous label, the designer has also released Erdem: 20 Years, a beautifully bound volume celebrating the designer’s creative world. The book offers a rare glimpse behind the seams, chronicling his evolution through sketches, archival photographs, and unseen imagery. It’s an intimate portrait of a brand defined by craft, curiosity and quiet strength — and a fitting companion to the opening of his new Sloane Street store.

The Sloane Street opening represents more than a new address; it’s an evolution of the ERDEM world. A place where beauty feels intelligent, craftsmanship is celebrated, and romance — in its truest, most modern form — quietly prevails.

ERDEM, 50a Sloane Street, SW1X 9SN