Celebrating Individuality: The Main Insight from Erdem’s AW25 Show

March 8, 2025 WSW 2 Views

Highly regarded by celebrities such as Lily James and Cynthia Erivo, British designer Erdem is renowned for his delicate, otherworldly designs. Each collection draws inspiration from the untold stories of remarkable women and is presented in historically or culturally significant venues throughout London.

AW25 was no exception, as brand friends like Anna Wintour, Hayley Atwell, and Lauren Cuthbertson took center stage in the audience at the British Museum.

This season, Erdem partnered with Scottish artist Kaye Donachie. Their collaboration sprouted from his request for her to create a portrait of his late mother, inspired by her expressive ability to capture historical characters almost poetically.

Hair and makeup were kept understated to highlight each model’s natural allure. Nevertheless, a wide array of products was employed to achieve this seemingly effortless look.

To assist you in recreating this look, we ventured backstage to uncover the exact products utilized by the professionals to prepare the models for the runway.

Skin

Achieving fresh, glowing skin demands a well-prepared base, which was provided by myBlend, a sister brand of Clarins. The models, often sprinting from one show to another, were initially treated with the Enzyme Cleansing Water to eliminate any residual makeup, followed by the application of Revitalising Pre-Serum to enhance luminosity.

The next step involved five minutes under the myLEDmask, which helped to hydrate and smooth the skin. The mini facial concluded with the application of Revitalising Cream to seal in moisture and a touch of Glow Fluid on the décolleté and shoulders for a shimmering effect.

Makeup

“This season emphasized personal beauty, producing fresh and luminous skin complemented by a natural blush and soft yet defined brows,” said lead make-up artist Amy Conway. To establish a radiant base, the classic Bobbi Brown Vitamin Enriched Face Base was utilized before applying Weightless Skin Foundation. On the cheeks, a gentle blush, the Pot Rouge, highlighted the models’ natural rosy tones.

To finalize the look, a soft yet defined brow was crafted to frame each face. “We emphasized the natural brow shape to really enhance and lift the eyes using the Precise Brow Pencil. The outcome was beautifully balanced and looked stunning on everyone.”

Hair

“This collection reflects the themes of painted fabrics and delicate details, inspiring a desire for a toned-down appearance that champions the strength of women,” explains lead hairstylist and Authentic Beauty Concept Ambassador, Anna Cofone.

“We are celebrating each model’s natural texture. While the clothing is quite opulent, the simplified hair design makes a powerful statement.” We observed stylists utilizing the Authentic Beauty Concept Glow Spray Serum to manage flyaways and impart shine, while the Nymph Salt Spray added texture to both long and short hair.