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 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 is the founder of 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 the environment.
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. 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. Advocating for diversity, respect, equity, sustainability and smart textiles in the fashion industry, The Naked Mag also empowered people to make informed and socially conscious decisions when buying clothes.
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. It has now pivoted into a versatile fashion label - with each piece available for rent. Her work on Lana 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.
Today, Edda has closed the Undress Runways doors and is purusing new opportunities.