‘We just wanted to show the joy and spirit of the brand’: Edeline Lee On Her First Catwalk At London Fashion Week SS25

Edeline Lee is no stranger to the London Fashion Week circuit, having showcased numerous on-schedule presentations over the years. The designer is know for constructing immersive shows that celebrate the lives of women from all backgrounds, offset by collections rooted in timeless classics with contemporary flair. Bu this season, Edeline Lee celebrates a pretty major milestone: her first runway at London Fashion Week SS25. ‘It was a change of pace this season,’ says Lee – but don’t worry, there were still plenty of props (vintage cars, dogs, newspapers, balloons and confetti) and choreography to keep brand fans satisfied. We caught up with the designer post-show to chat new beginnings, her upcoming childrenswear line and refining the world of Edeline Lee.

More SS25 Highlights

Edeline Lee On Her First Runway For SS25

Hi Edeline, how’s it going? Congrats on the new collection!

Ah, thank you! I’m pretty tired, to be honest. It’s our first runway, so it was a change of pace this season.

We were happy to still see your signature performance style in there though.

Of course! I love experimenting with how to use a runway. The team and I get a lot of joy out of it.

Edeline Lee SS25 (c) Alla Bogdanovic

Can you give us a bit of an intro to your SS25 collection?

Because it’s out first catwalk, I really wanted to make sure that the audience felt like they were being invited into our world – the world of our woman. And then with all the real women around you [in the audience] wearing the clothes, we wanted to really immerse our audience in the Edeline Lee sphere. We just wanted to show the joy and spirit of the brand.

And how did the design process come together?

We did a lot of experimentation with shape and technique. We started with this pannier shape, which kind of became the foundation for a lot of the looks this season. But we also made them so that they could be worn without the pannier as well.

The goal was to have something playful that women can experiment with – but at the same time, have something functional.

Edeline Lee SS25 (c) Alla Bogdanovic

And what does the Edeline Lee woman look and feel like this season?

I mean, look at these women around you – they’re superhuman. They’re busy, driven and have so much going on. They’re the Edeline Lee woman, and I’m just so touched they’ve made the time to come out today.

This season, the Edeline Lee woman feels strong and powerful. And I hope that the clothing they wear – that we make – will only boost these feelings.

Any standout looks or details?

We did a beautiful polka dot in collaboration with artist Carolina Mazzolari. She painted these playful dots that feature throughout the collection. It’s perfectly proportioned for our women, and it was something I could experiment with, distort and work into tassels. I just had a lot of fun with it.

Edeline Lee SS25 (c) Alla Bogdanovic

You also debuted a childrenswear line this season.

Yes, it’s a little sneak peek at what’s to come. We’re going to be exclusively launching childrenswear at Harrods in a few months, on their kids floor. We’re very excited about that.

And what has been a highlight for you today?

Honestly, I was so happy it was sunny today. It’s just felt really optimistic and beautiful, and made the perfect backdrop for the show.

Images courtesy of Edeline Lee