Edeline Lee likes to get deliciously deviant with her LFW slot—from fashion flash mobs to a podcast and dance recitals. For a brand bolstered by a high-powered customer who wants to feel confident behind a podium, and who will repeat purchase signature styles in myriad colors, London fashion week is a moment of play. High above leafy Hyde Park, in the sun drenched rooftop bar of the Peninsula Hotel, guests gathered for what they thought was a standard runway show, a celebration of the brand’s 15 year anniversary. But instead of a catwalk, the crowd received a conceit: a book launch.
“After a time of deep reflection, I hope that this book demonstrates how many hands and minds have contributed to our journey,” Lee told those gathered. “I’ve always been blessed to have a wonderful community around me, and this has been expressed in so many different ways—this book is that history.”
Lee worked with friend and fellow CSM graduate, art director Kyung Roh Bannwart to design the book, which traces every collection, runway show, activation, and valued team member across 15 years. It was important, for such a distinctly British brand committed to local manufacturing, to have those same sensibilities reflected in print: paper by James Cropper, printing by F E Burman Ltd, and binding by Diamond Print Services. (The fore-edge of the book features a pattern that reflects the height of the designer’s son through every collection date.)
Away from the coffees and chit-chat, next door the fall 2026 collection was being shot live. (Guests will receive the photos to add as an insert into their book in a few weeks.) Models then came in, salon style, and mingled among guests, posing around the curved booths and the sunny terrace. A new shade of buttery yellow debuted with a very fun, editorial-primed tiered skirt and sleeve moment, a familiar sun-pleated midi skirt, and the brand’s elegant go-to, Dolman-y Pedernal dress with its pebble-textured, flou bubble jacquard. This flowed into a compact gold sequin, resplendent in a buoyant A-line skirted ballgown, blues, rust, and ivory tones. Beloved silhouettes, like the fluted skirt, elegant cape, and silky draped blouses, anchored the collection for the singularly minded Edeline Lee woman, packing her international conference tour suitcase for her.
Last season, Lee introduced a very chic, first foray into knitwear—entry level pieces that are affordably priced, targeting a young and cool customer with FSC viscose and recycled cashmere all produced in the UK. (That’s no mean feat for an independent British designer.) “It’s one of the hardest but most fulfilling things we’ve done as a brand,” she said in a preview at her Limehouse studio slash home, as her in-house atelier diligently worked away. Here there were mock necks and slivers-of-skin-baring, flippy skirt knit dresses in cobalt and midnight blues—up close, their quality was striking.
“The core of the brand is for women who need to show up, who want to feel comfortable and confident and powerful,” Lee said. As the brand continues to grow, fashion week is their chance to experiment and articulate new ideas. “It needs to feed us, but it also needs to excite us,” said Lee. “We’re taking care of our woman, all while showing that we can push things too.”
