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Eudon Choi’s Spring / Summer 2016 show at London Fashion Week was charming in a quiet and subtle way. Like Victorian poems and fairytales, the mood was romantic with dark undertones, while the garments were clinched in different parts on the body, sometimes falling off the shoulder and moving dynamically as the models walked down the runway. The colour hues showed a mix of canvas beige and sugary pastels that were complimented by mismatched boots.

Nada Abdul Ghaffar


About the brand:

Born in Korea, Eudon Choi initially trained as a menswear designer in Seoul for four years before he moved to London to attend the Royal College of Art’s MA in womenswear. Eudon was hired as a senior designer at All Saints a year before finishing uni and his graduation collection was sold at London’s Dover Street Market. In 2008 he became a senior designer at Twenty8Twelve before leaving in 2009 to launch his eponymous label.

Eudon’s experience in menswear and womenswear enables him to merge the best of both worlds, using sartorial techniques and masculine cuts to shape the female form. His inspiration comes from intensive research into historical photography and sourcing vintage garments, focusing particularly on menswear detailing. He extracts the essence and aesthetic beauty he uncovers and reworks it. As a result the Eudon Choi look is understated yet modern and meticulously constructed. Eudon lives and works in London.

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