Korean-born Eudon Choi is one of London’s most exciting fashion newcomers. With a trained background in menswear, the designer’s signature style is one of impeccable tailoring and immense detailing.
Previously a senior designer at All Saints, Choi launched his eponymous line in 2009 and bases the principles of his collections on the fundamental “rules” of menswear – classic tailoring and semi-androgynous forms.
Merging the worlds of masculinity and femininity, Choi uses more masculine cuts and fabrics traditionally associated with menswear to suit a new, modern female form. Choi’s designs are largely considered to be ‘wardrobe heroes’ with clean, sculptured lines – leaving the wearer looking chic but not ‘over-styled’.
Artist Georgia O’Keefe predominantly inspires the S/S 15 collection, named Abiquiú.
The collection is dubbed as an homage to the power and beauty of simplicity - check out our selection of Choi’s offering here and we’re sure you’ll vouch for that too.