This article first appeared on Vogue Business .

You know the phrase when it rains, it pours? It applies perfectly to Erdem Moralıoğlu, whose brand will celebrate its 20th anniversary at the beginning of 2026. As a precursor to the celebrations, the designer put together his first monograph with Rizzoli, and today is opening the brand’s second store in London — a decade after opening its flagship on South Audley Street in Mayfair.

Over the last 20 years, Moralıoğlu has developed his London-based company into one of the city’s jewels; the clothes are intricate and highly coveted, the clientele is chic and eclectic, ranging from Kate Middleton to Erin O’Connor, and the shows traditionally take place in the British Museum — which is a flex in itself.

The interior of Ederm's new London sto

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