Who is Edda?
Edda originated from a small country in the North Atlantic, Iceland. At the age of five, she joined her mum and step dad for a three-year exploration, sailing the seas from Europe to the Americas to the Pacific to Australia (her adopted home). This rich experience at such an early age gave Edda a sense of adventure, but also a deep respect for cultures, people and the natural environment, which has had a profound influence on her life and work.
Today, Edda advocates for positive progress and ethical standards in the fashion industry. In September 2016, she was named a UN Young Leader for the Sustainable Development Goals. For over eight years, she has built a movement to educate and inspire people to choose ethically and sustainably produced clothing.
Edda is the founder of Australia’s largest sustainable fashion runway show, Undress Runways which began in 2011. Exhibiting in Australian cities, the event engages 50,000+ people every year to celebrate forward-thinking fashion designers from around the world. Showcasing swimwear to couture, Undress broadens people’s awareness to a world that respects garment makers and the environment.
In 2014, Edda launched an annually published magazine on the future of fashion, The Naked Mag. Featuring contributors from over 10 countries, she brings a global perspective to local Australian markets. Advocating for diversity, respect, equality, sustainability and smart textiles in the fashion industry, The Naked Mag also empowers people to make informed and socially conscious decisions when buying clothes.
She has partnered with Qantas to launch an online store that makes ethical fashion more openly accessible. Inspired by the Qantas opportunity, she started designing fashion with Juju Ortiz. Edda went on to cofound the ethical label ‘VIHN’.
In 2017, together with Juju, Edda raised investment and built an online platform called Lána. It allowed people to buy, rent and sell clothing, a shared economy for fashion. It has now developed into a versatile fashion label - with each piece available for rent. Her work on Lána earned her a spot in the 2018 Forbes 30 Under 30 Asia List.
With two TEDx talks under her belt, Edda is passionate about speaking to people about creating a business that makes a positive social and environmental impact. In 2013, she crafted and successfully executed a public social media campaign that secured her a meeting with Sir Richard Branson to discuss sustainability in the fashion industry.
Edda works with her team to make sustainable and ethical fashion default. In the future, she hopes to radically transform the fashion industry into a sustainable and ethical sector, and inspire people have a healthier, more balanced relationship with fashion.