Eda Meltem: the voice of a new fashionable Turkiye
"Fashion is not only about aesthetics, but also a powerful form of self-expression"
The ELLE Oʻzbekiston team met with Eda Meltem, a woman confidently leading Turkish fashion onto the international stage. As the head of large-scale projects, the driving force behind Antalya Fashion Week, and a true voice of female leadership in the fashion industry, Eda shares with us what lies behind the scenes of a grand show: from the invisible strength of her team to the magic of nature that nourishes her inner world. In this exclusive interview, she discusses challenges, inspiration, her favorite designers, and what makes fashion truly alive.
ELLE: You built Antalya Fashion Week from scratch. How did the idea first take shape? What inspired you?
I had been working in this field for many years, organizing large events across Turkey. Yet I always felt a sense of incompleteness: I wanted to create something of my own. A brand worthy of my hometown, a fashion project that would become part of Antalya’s cultural life. I began nurturing this dream when I was just 20, at the very start of my career. Antalya is the heart of the Mediterranean, a city with a thousand-year history, yet modern, dynamic, and closely connected to the world. This uniqueness was my inspiration: I wanted to showcase Antalya’s beauty and potential to the world. It all began with a simple question: “Why not?” And from that moment, we have continued to grow and evolve. In 2016, we founded Antalya Fashion Week. The support of my husband, Ehat Lekovic, and his passion for art gave the project additional strength and soul. We wanted to contribute to Antalya – he in his way, and I with my dream. For us, this is more than just a fashion week – it is an expression of love and faith in our city. Antalya Fashion Week is a philosophy, a cultural event, and a true point of attraction.
Organizing a fashion week in Turkey is not easy, but it is an exciting task. The main challenge is to bring together different worlds: local culture and international standards. Each region, each city has its own vision of fashion and its own expectations. In a city like Antalya, rich in tourism and history, maintaining this balance requires a very special approach. When we first started, staging a large-scale fashion event in Antalya seemed almost impossible. Textile production here was very limited, and few believed the project would last. But we believed, we took the risk, we didn’t give up – and today Antalya Fashion Week has become one of the most authoritative and resilient fashion platforms in Turkey, recognized internationally. For eight years now, we have been inviting designers, brands, and creative talents from around the world to Antalya. We proved that Antalya is not just a tourist destination, but also a center of fashion and art. With love and vision, we bring value to our city. One of the greatest challenges is explaining to people, in an accessible way, what a fashion week truly is. At the same time, it’s crucial to adapt the project to the realities of the city without losing global quality. Today, Antalya Fashion Week is a brand with its own philosophy, energy, and rhythm – a model for many other events in Turkey. I am proud to be its creator and part of this process.
ELLE: How do you see the future of fashion events in the era of digitalization and innovation?
Fashion events have long since moved beyond traditional shows. With the development of digital technology, they have become global and multidimensional. Antalya Fashion Week was one of the first to respond to these changes – in 2021 we launched a digital fashion week with online shows. The future of fashion events lies in hybrid formats, where the physical and digital intertwine, creating a multi-layered, immersive experience. Fashion will speak not only about what we wear, but also about what we feel and live through. Events infused with technology, yet retaining their soul, will be the most in demand. Genuine, inspiring, emotional – that is what the next chapter of fashion will look like.
ELLE: How would you define the current stage of Turkish fashion? How do you assess Turkey’s position on the global fashion scene?
In my view, Turkish fashion has always been strong. Today, however, it asserts itself globally not only with traditional elements, but with modern, creative, and daring designs. Our designers are known not only in Turkey – their collections are presented at international fashion weeks, and they successfully enter the global market through collaborations. These achievements reflect the growing potential of Turkish fashion and the creative strength of our country. Aesthetically, we are already able to compete with global brands, and in craftsmanship, I believe, we have always been at an exceptionally high level. This strong foundation makes the international success of our designers increasingly sustainable. I am confident that in the coming years, Turkish fashion will secure an even stronger position on the global stage. The richness of Turkey’s culture now resonates in the universal language of fashion. And as Antalya Fashion Week, we are proud to be part of this transformation.
One of the most striking moments happened when a technical problem arose, and models, designers, and team members from different countries – who didn’t even speak the same language – managed to achieve remarkable coordination, communicating only with their eyes, gestures, and facial expressions. That was when I realized that fashion truly is a universal language. When you work sincerely, you are understood anywhere in the world. Sometimes words are not needed – everything can be conveyed with a single glance. Behind every captivating moment on the runway lies an invisible but incredibly strong teamwork. I was deeply moved to realize that I have such a team by my side.
ELLE: What does it mean to you to be a woman leader in fashion? What inspires you most?
Being a woman leader in fashion is a unique journey, full of both challenges and opportunities. In this field, it has always been important for women to unleash their power and creativity – yet sometimes you must put in twice the effort to prove your competence. Despite everything, the courage, persistence, and vision of women have always inspired me. My biggest motivation is the desire to create a strong fashion brand in my city, Antalya, and to contribute to the fashion of my country, Turkey. Another great passion of mine is to be an example for young women, to inspire them and encourage them to step into leadership in this industry. Every challenge makes me stronger and gives me the courage to dream even bigger.
ELLE: Have there been moments when a show completely changed a designer’s career?
Yes, absolutely. A fashion show is not just about presenting clothes – it is the chance to show the world a designer’s story, vision, and hard work. It gives me immense joy to see how participation in Antalya Fashion Week has been a turning point in the careers of many young designers. These moments are the most valuable for all of us, because that is when dreams truly become reality.
As in any field, there are disappointments in fashion. The biggest frustration is when effort and creativity are undervalued. It is especially disheartening to see young designers face harsh criticism and struggle for recognition. At Antalya Fashion Week, we strive to organize events of the highest level, in line with international standards. For us, the achievements of Turkish fashion and the importance of art in Turkey must be genuinely visible. Unfortunately, we often face cases where our brand is misused by dishonest and unprofessional individuals or organizations. Such actions harm not only our brand but the entire Turkish fashion industry, including the international image of Antalya Fashion Week. We immediately initiate legal processes against such cases, because tolerating irresponsible actions means damaging the future of the entire sector. Still, we continue our path without deviating from our vision, professionalism, and ethical principles.
ELLE: In your opinion, what makes a fashion show truly unforgettable: the collection itself or the backstage atmosphere?
The collection, of course, is crucial. But what makes a show unforgettable is the way you tell its story on the runway. Everything – from the venue to the backstage work, from lighting and music to choreography – must come together as one coherent fashion narrative. Only then does the audience witness not just a show, but a true story told in the language of fashion.
ELLE: What does it feel like to be a woman leader in such a tough and competitive industry?
Being a woman leader in a challenging, highly competitive field requires both immense responsibility and profound inner strength. At times, to be heard and acknowledged, you must work twice as hard. Today, women in Turkey are achieving great success in all fields and proudly represent our country. Yet in my industry, we are still in the minority, and that brings both challenges and a tremendous responsibility. Over time, however, all this struggle turns into a source of inspiration. For me, it is incredibly meaningful to be part of an industry where women are increasingly stepping into leadership roles. Along the way, I constantly pushed my own boundaries – and if I managed to inspire even one woman following after me, then it was all worth it. Today, women in my field are more visible and much more confident. Being a woman leader is not only about strength and resilience, but also about the ability to inspire, to move forward with patience, and to keep creating no matter the circumstances.
Dealing with stress at such an intense and fast-paced event is truly a challenge. For me, the best solution is working with a reliable team and the right partners. Coordination and stability within the team are the most valuable assets in major events. No matter how carefully you plan, unexpected situations still arise. In such moments, it is important to remain calm, see the bigger picture, and practice patience. One weak link in the chain affects the whole organization. That’s why I always move forward with plan A, B, and even C. While mentally exhausting, I try to stay composed and manage my energy wisely. My passion for this work and my trust in my team are my greatest support in such situations.
ELLE: In your opinion, who are the most significant designers today? Who would you dream of working with?
Today’s fashion world has many talented and visionary designers, but for me, the ones who stand out are those who know how to tell stories and weave cultural codes into a universal language. I am very inspired by the refined romanticism of Pierpaolo Piccioli’s work, the feminine yet powerful aesthetic of Simone Rocha, and Dries Van Noten’s mastery of color and print. There are also many respected and fascinating names within Turkey’s fashion industry, which I follow with great interest. But my dream designer doesn’t necessarily have to be a world-renowned figure. For me, it’s important that every designer has a story to tell and the chance to bring that story to life on stage – that is thrilling. Creating the right atmosphere on the runway and conveying the spirit of a collection is my passion. Although… if Zuhair Murad were to come, that would be absolutely spectacular, wouldn’t it?
ELLE: When does design stop being just clothing and become fashion? Where does that line begin?
For me, this process begins the moment I first listen to a designer tell the story of their collection. I try to understand everything – from the music that inspired the garments, to the language used, to the ideas hidden in the embroidery. When I reflect on how to translate those elements onto the stage, the clothes stop being just outfits. And the moment a model takes the first step on the runway, design becomes fashion. Fashion is not only about aesthetics; it is also a powerful means of self-expression. When design evokes emotions, thoughts, or inspiration, it gains true meaning and transforms into not just a costume, but a story of character.
ELLE: What inspires you beyond fashion – art, music, nature, cities?
My main source of inspiration beyond fashion is nature. I am proud to come from Antalya – a city with a unique history, nature, climate, and Mediterranean soul. Every year, I make sure to walk the Lycian Way or visit the ancient cities. The historic atmosphere of Antalya, especially the stone streets of Kaleiçi, fills my soul. In difficult moments, a walk through Kaleiçi restores me. As a descendant of the Yörüks (Turks with a nomadic lifestyle), after major projects, I always retreat to our highland pastures: I work with the earth, water the garden, care for flowers and trees. Being alone with nature gives me harmony and inspiration. I also have a deep love for music, especially classical – it brings me peace. When I listen to classical music in the ancient Antiphellos theater in Kaş or the ancient city of Termessos, creative ideas come to me. The rich musical culture of Anatolia also touches me deeply and often becomes a source of inspiration. I try to infuse this spirit into every collection. And when I want to escape the city, I go to Ohrid, the jewel of Macedonia. Its unique nature, atmosphere of serenity, and old streets have become my true refuge.
ELLE: How would you describe your style in three words?
Comfortable, elegant, and distinctive.
