Montreal-born, London-based Erdem Moralioglu has a simple, yet lofty goal for his designs: making women feel beautiful. His eponymous line, started in 2005, focuses on graceful and romantic pieces with a sophistication befitting the first ladies, royalty, and marquee actresses who wear them. Yet Moralioglu undercuts their traditionally feminine appeal with a distinctively mysterious and unpredictable eye. Intricate embellishments of lace, embroidery, feathers, and ruffles join unorthodox uses of print and color on his tailored separates and gowns. Skillfully balancing the delicate and the bold, Moralioglu’s womenswear strikes a chord of timeless beauty and refinement refreshed with artistic experimentation.