About SEDA

Seda Oturan is the founder and creative force behind 25th Hour Lingerie — a brand born from sensuality, intention, and duality.

Istanbul-born and Milan-trained, Seda’s journey blends technical precision with creative freedom. Having spent over a decade immersed in Italian culture and couture philosophy, she refined her sense of aesthetics through the rhythm, art, and discipline of Milan.

Her fashion education spans some of the world’s most respected institutions, including Istanbul Technical University, Politecnico di Milano, Istituto Marangoni, and Istituto di Moda Burgo.

With hands-on experience at Calvin Klein, Monica Ricci, TEN Lingerie, and consulting roles for brands across Italy, London, New York,  and North Africa, she developed a distinctive voice in lingerie and swimwear — not merely as garments, but as statements of presence, power, and individuality.

In 2013, she launched 25th Hour in Milan, blending couture craftsmanship with modern functionality.

Now based in New York, she leads her brand globally while serving as Fashion Editor of Italy's Fashion Life Magazine. Alongside design and consulting, she also teaches lingerie and fashion design — empowering the next generation through her creative platform and masterclasses.

For Seda, lingerie isn’t a secret — it’s joyful, playful, and deeply personal self-expression.

Discover more: https://sedaoturan.online/about/