Brands Like Erdem: 9 Romantic Labels to Know (and Which to Buy)

The closest brands to Erdem are Simone Rocha, Huishan Zhang, Richard Quinn and Alessandra Rich, all London labels built on romantic, detailed dressing. Emilia Wickstead, Zimmermann, Self-Portrait, Jenny Packham and Oscar de la Renta complete the list. Erdem itself starts around $1,600 for a dress on Coveti, and most of these peers sit near that level.

Key facts

• Erdem was founded in London in 2005 by Erdem Moralioglu and is known for florals, embroidery and historical references.
• Six of the nine labels below are London houses: Simone Rocha (2010), Huishan Zhang (2011), Richard Quinn (2016), Self-Portrait (2013), Emilia Wickstead (2008) and Jenny Packham (1988).
• Alessandra Rich (2010) works from London and Milan and makes its collections entirely in Italy.
• Zimmermann was founded in Sydney in 1991 by the sisters Nicky and Simone Zimmermann.
• Oscar de la Renta launched his New York label in 1965 and is the oldest house on this list.
• Self-Portrait is the most affordable route into the look. Oscar de la Renta and Erdem gowns sit at the top.

What makes a brand “like Erdem”?

Before the list, it helps to say what we are matching. Erdem has three codes. The first is print, usually dense florals. The second is surface work: lace, embroidery, fil coupe and applique. The third is history, with each collection built around a real woman from the past and shapes taken from the Victorian, Edwardian and 1950s wardrobes. You can read the full story in who is Erdem.

A brand counts as “like Erdem” here if it shares at least two of those codes and is sold at a designer price. I left out labels that only borrow the florals. Prices in the table are bands relative to Erdem, because peer pricing changes by season and by piece.

Brands like Erdem: comparison table

1. Simone Rocha

Simone Rocha is the nearest match in spirit. She launched her label in 2010 after studying at the National College of Art and Design in Dublin and at Central Saint Martins in London. Her work draws on her Irish and Chinese heritage. Expect voluminous tulle, pearl embellishment and floral embroidery, often with a darker, odder edge than Erdem.

Where they differ: Erdem tends to flatter in a conventional way, with a defined waist and a clean hem. Rocha plays with volume and sheer layers. If you love an Erdem lace piece like the Floral Lace Short Sleeve Midi Dress ($3,460) and want something stranger, Rocha is your next stop.

2. Huishan Zhang

Huishan Zhang launched his London label in 2011 after time in the haute couture atelier at Dior. In 2012 the Victoria and Albert Museum acquired one of his dragon dresses for its permanent collection. His flagship on Mount Street opened in 2017, a short walk from the Erdem store on South Audley Street.

The overlap with Erdem is in the evening wear: lace, pearls and precise construction. Zhang leans more on East and West tailoring than on English history. Shop the Huishan Zhang designer hub, and read our head-to-head Huishan Zhang vs Erdem comparison before you choose.

3. Richard Quinn

Richard Quinn set up his label in London in 2016 after the Fashion MA at Central Saint Martins. In 2018 Queen Elizabeth II presented him with the inaugural Queen Elizabeth II Award for British Design. His signature is loud floral print on big couture shapes, sometimes covering the whole body.

He shares the Erdem love of florals, but at a higher volume. Erdem prints are dense and painterly. Quinn’s are graphic and bold. For a black-tie floral, compare the Erdem Floral Duchess Bustier Gown ($6,440) with the gowns on the Richard Quinn hub.

4. Alessandra Rich

Alessandra Rich founded her label in 2010 with offices in London and Milan. Every collection is made in Italy. The codes are polka-dot silk crepe de chine, Chantilly lace, lace-trimmed collars, puff sleeves, crystal buttons and wool tweed suiting.

The shared ground with Erdem is the collar and the waist: both houses like a high neck and a fitted bodice. Rich adds an ironic, 1980s glamour that Erdem does not. Browse the Alessandra Rich designer hub.

5. Emilia Wickstead

Emilia Wickstead was born in New Zealand, grew up partly in Milan and graduated from Central Saint Martins in 2007. She founded her London label in 2008 and opened a store in Belgravia in 2009. The house is known for bridal and for clean, structured day dresses.

Wickstead is the most restrained name here. Where Erdem adds embroidery, she usually keeps the surface plain and lets the cut and colour do the work. She suits the woman who likes Erdem shapes but finds the prints too busy. See the Emilia Wickstead hub.

6. Zimmermann

Zimmermann began in Sydney in 1991, when Nicky Zimmermann sold her dresses at Paddington markets with her sister Simone. The label is built on original prints, colour and lace detail, and it has grown into a global house with a strong resort and swim line.

Zimmermann is lighter and more summery than Erdem, and cheaper. It is a good match for daytime weddings in warm places. Browse the Zimmermann designer hub.

7. Self-Portrait

Han Chong founded Self-Portrait in London in 2013, with the stated aim of making well-designed clothes accessible. The label is known for guipure lace dresses sold at a contemporary price.

This is the easiest entry point into romantic lace, and a sensible choice before you commit to an Erdem dress. The finish and fabrics are a step down from Erdem, which is reflected in the price. Shop the Self-Portrait hub.

8. Jenny Packham

Jenny Packham studied at Saint Martin’s School of Art and launched her London label in 1988. She is best known for bridal gowns and for heavily embellished evening dresses, and she has dressed Catherine, Princess of Wales, Adele and Dita Von Teese.

Packham and Erdem both have long-standing royal clients, and both are strong at evening. Packham relies on beading and sparkle. Erdem relies on print and texture. For an embellished Erdem alternative, look at the Embellished Satin Draped Gown ($5,320). Shop Jenny Packham at Coveti.

9. Oscar de la Renta

Oscar de la Renta moved to New York in 1963, designed for Elizabeth Arden and launched his own label in 1965. The house is known for ruffles, embroidery, feathers and ornate beading on sculptural evening shapes.

It is the American cousin of Erdem: equally romantic, but grander and more formal. For galas and black tie, the two sit side by side. Browse the Oscar de la Renta hub.

One more name: Molly Goddard

Molly Goddard is not on the main list because her look is more playful than historical. She founded her London label in 2014 after Central Saint Martins and is known for hand-smocked tulle dresses, now joined by taffeta and organdy. If you like the volume of Simone Rocha, try her too.

Which brand like Erdem should you buy?

Here is how I would choose, by occasion and budget:

• Black tie and galas: Erdem, Oscar de la Renta and Jenny Packham. Start with the evening gowns edit.
• Daytime weddings: Erdem midi dresses, Emilia Wickstead and Zimmermann. See all designer midi dresses, and our guide to Erdem for wedding guests and brides.
• Lower budget: Self-Portrait first, then Zimmermann.
• Something more unusual: Simone Rocha and Richard Quinn.

If you decide the original is the one, these are good places to start in the current Erdem collection on Coveti:

• Floral Crepe Long Sleeve Midi Dress, $1,930, one of the lowest-priced Erdem dresses.
• Floral Silk Voile Long Sleeve Gown, $4,760, a classic Erdem floral at full length.
• Floral Fringe Jacquard Sleeveless Midi Dress, $4,950, in looped fringe jacquard for Autumn Winter 2026.
• Floral Lace Gown, $8,500, for the lace lover.
• Mini Bloom Bag in Black Leather, $2,900, with its cast brass flower-bud handle.
• Floral Pearl Long Earring, $810, an easy way to add the Erdem look to a plain dress.

All Erdem pieces sit on the Erdem designer hub. For budgets, check the Erdem price guide, and for fit, the Erdem size guide. Orders ship worldwide from our UAE and Australia hubs, insured and with signature on delivery. Most regions ship Delivered Duty Unpaid, and our returns protocol covers returns.

Frequently asked questions

What brands are similar to Erdem?

The brands most similar to Erdem are Simone Rocha, Huishan Zhang, Richard Quinn and Alessandra Rich, all based in London. Emilia Wickstead, Zimmermann, Self-Portrait, Jenny Packham and Oscar de la Renta also share its romantic, detailed approach to dressing.

What is a cheaper alternative to Erdem?

Self-Portrait is the most affordable alternative to Erdem, with guipure lace dresses at a contemporary price. Zimmermann is the next step up, with printed and lace dresses that cost less than most Erdem pieces.

Is Simone Rocha like Erdem?

Yes, in part. Both are London designers known for florals, embroidery and romantic shapes. Simone Rocha uses more tulle, pearls and volume, and her collections feel darker and more conceptual than Erdem.

Which designer is best for a black tie gown like Erdem?

Oscar de la Renta and Jenny Packham are the best matches for black tie. Oscar de la Renta is known for ruffles and embroidery on ballgowns, and Jenny Packham for beaded and embellished evening dresses.

Where is Erdem based?

Erdem is based in London. Erdem Moralioglu founded the label there in 2005, and it has stores on South Audley Street in Mayfair and on Sloane Street.

Is Zimmermann like Erdem?

Zimmermann shares the love of print and lace, but it is lighter, more summery and less expensive. It suits daytime and resort dressing, while Erdem is stronger in winter fabrics and evening wear.