the sculpted heel: The British Fashion Council/Vogue introduce 'Fashion Fund'.

London-based, Erdem Moralioglu was named the first winner of the British Fashion Council and Vogue's £200,000 prize which looks to allow fledgling designers not only the financial means necessary to expand their company globally, but also unparalleled mentoring in developing designer business both in the UK and abroad. Erdem was chosen from eight finalists including personal favourites, Nicholas Kirkwood and Christopher Kane.

The British Fashion Council stated that Erdem was chosen because of his "strong design signature and clear vision for the immediate development and growth of his business." British Vogue Editor-in-Chief and chair of the judging panel, Alexandra Shulman, added that, "In Erdem I feel we have a worthy winner who already has an international reputation and who has the creativity and application that is needed to become a global business. He makes beautiful clothes that already have a recognisable stamp that is his alone."

Erdem's Spring/Summer 2010 collection

Famous for his bold floral prints and elegant, floor-length evening dresses, Erdem has proven popular across the board - his classy, feminine dresses are often extremely in-demand for high-profile, glamourous events. His most recent show for Autumn/Winter 2010 even reduced some of the fashion set to tears, such was it's beauty. His designs have been seen on the likes of First Ladies and starlets alike, just this week Keira Knightley was spotted out in one of his creations for next season. Hopefully this newfound financial security gifted to Erdem by the 'Fashion Fund' will allow him the creative freedom to continue to produce his beautiful signature pieces, and he won't lose himself in his bid to become a more global and marketable 'brand'.