Bio

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, through the Pacific and ending in Australia, her adopted home. This rich experience gave Edda a sense of curiosity and 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 businesses as a force for good. In September 2016, she was named a UN Young Leader for the Sustainable Development Goals. Since the age of 20, she worked to educate and inspire people to choose ethically and sustainably produced clothing. 

Edda founded Australias largest sustainable fashion runway show, Undress Runways which began in 2011. Exhibiting in Australian cities, the event engaged 50,000+ people every year to celebrate forward-thinking fashion designers from around the world. Showcasing swimwear to couture, Undress broadened peoples awareness to a world that respects garment makers and tells a meaningful story about clothing.

In 2013, she crafted and successfully executed a social media campaign that secured her a meeting with Sir Richard Branson to discuss sustainability in the fashion industry. In 2014, Edda launched an annually published magazine on the future of fashion, The Naked Mag. Featuring contributors from over 10 countries, she brought a global perspective to local Australian markets. The magazine advocated for diversity, respect, equity, sustainability and smart textiles in the fashion industry,

Edda was selected as a Young Social Pioneer by the Foundation for Young Australians in 2013, was awarded FYA Young Gamechanger of the Year in 2015 and was named QLD Young Achiever of the Year 2017.

In 2017, together with fashion designer Juju Ortiz, Edda raised investment and built an online platform called Lana. It allowed people to buy, rent and sell clothing, a shared economy for fashion. Her work on Lana earned her a spot in the 2018 Forbes 30 Under 30 Asia List.

Edda has since expanded her work into organisational psychology and workplace culture. In 2023, she co-founded Harmonic, a company dedicated to reshaping the future of work. Harmonic is culture tool that helps teams foster human connection, psychological safety and high performance.

With two TEDx talks under her belt, Edda is passionate about speaking to people about using business to have a positive impact on people and planet.

Today, Edda is pursuing new opportunities in leadership, innovation and team building.