WHILE FASHION HOUSES bend over backwards to engage the millennial market, Erdem Moralioglu is not about to follow suit. "I never think of my women by age," he says candidly in an exclusive interview with Weekend.

"The idea of cool is such a transient thing. What's cool now may not be cool in a year or two," adds Moralioglu who was in town two weeks ago for a Club 21 trunk show (his collections are a fixture of the Club 21 Ladies store at the Four Seasons hotel).

What sets Moralioglu apart from his peers is that he approaches his designs with a sense of permanence. And while it is ever-evolving, the essence of his collections never veers far from his obsession with femininity, delicate floral embroidery and prints.