You don't need blossoming fantasy to understand why women all over the world are beguiled by designer Erdem Moralioglu. His creations? Floral clothing art! Poetic flower prints, delicate lace cloths and romantic embroideries are at the heart of a look that combines graceful mid-century couture with technical digital culture – exuding coolness rather than sweetness. So cool, in fact, that even the topic of sustainability becomes a hot one. As part of the 'Green Carpet Challenge' project launched by Eco Age in 2009, Erdem Moralioglu designed a 12-piece ecologically correct collection together with the eco brand's creative director Livia Firth (the wife of actor Colin Firth): gorgeous evening gowns and cocktail dresses, all made from renewable materials, created and produced under the banner of sustainability and social responsibility.