I first discovered designer Eudon Choi in September of 2012. Fairly new to the London Fashion Week official schedule, Choi’s Spring Summer 2013 collection stood out to me as I was scanning the day’s show coverage. After being impressed by the cut and finishes of his garments, I started to research the designer and found more remarkable pieces from the previous season. Choi’s use of fabric and technique is unparalleled, thus, it was no surprise that he was added to the roster for LFW. Weeks before the showing of his Fall/Winter 2013 collection, I was able to catch up with the designer himself for a Q & A session.
StyleMinutes: So Eudon, tell us a bit more about yourself?
Eudon Choi: Well, I am originally from Seoul in Korea. I studied fashion design there and I was quite a successful menswear designer for a few years. But I had always dreamed of moving to Europe and working in one of the big fashion houses. When I got to London, I decided to apply for the MA in Womenswear at the Royal College of Art. While studying, I was offered a design position at All Saints, and from there, I went on to be a senior designer at Twenty8Twelve where I worked on the brand’s LFW debut collection. I left that position in 2009 and the Eudon Choi label was born!
SM: Describe your personal style in three words.
EC: Classic, easy and understated.
SM: Do you have a favourite item of clothing that you own?
EC: Probably my vintage Yves Saint Laurent boots that I bought at a Paris flea market!
SM: How would you describe your design aesthetic?
EC: To put it simply, it’s masculine yet feminine. My work as a menswear designer has been very useful, as it has allowed me to reinterpret techniques and fabrics traditionally used in menswear for the female form. I also like to play with textures and love juxtaposing diverse fabrics to create something new and interesting. The cut is also a very important part of my design aesthetic, as is the focus on interesting detailing.
SM: You can definitely see the menswear influences in your collections – do you have any inspirations? Any designers you feel you look up to?
EC: I would have to say Yves Saint Laurent. He is one of fashion’s great designers and the simple beauty and elegance of his clothes is what inspired me to become a fashion designer. I also love Grace Coddington and her work at US Vogue. I got her autobiography as a Christmas present and I can’t put it down!
SM: I got the book, too! As we know Grace re-located from London to New York to follow her career, what do you love most about London? And do you have any plans to re-locate?
EC: For a young designer, London is the best place in the world to be. While I am Korean and very proud of my Korean heritage I do consider myself a London designer now! There is so much amazing talent in London and there is a real freedom to experiment and find your own design aesthetic. There is also a great deal of support in London. I don’t think I could have achieved what I have thus far in any other city except perhaps my hometown of Seoul. If I had to move to any other city, it would be a tie between Paris and New York.
SM: London really is the best place for up and coming designers like yourself, do you have a top moment in your career to date?
EC: Well, it has to be showing on-schedule for the first time at LFW with my AW12 collection. The incredible Jules Wright, the woman behind the Wapping Project in east London, staged the show. It was quite theatrical, with display projections and the models each taking up a position for a finale group ending. It was totally bonkers but very beautiful. It was also the collection that top department store, Selfridges bought, so it was incredible on that level too.
SM: We loved the show and the collection! If you could ask any model/muse to walk your presentation, who would it be?
EC: I am obsessed with the 1960’s model, Veruschka. She provided inspiration for both my AW12 and SS13 collections. I love those incredible shots she did with Diana Vreeland and Richard Avedon wrapped in furs in the desert: total genius! I am also in love with Julie Christie. Her character in Doctor Zhivago is mesmerising and is one of the key inspirations for my AW13 collection. I also had the pleasure of meeting two up and coming singers Ruby Goe and Arlissa and they both blew me away. They would both make excellent catwalk divas!
SM: We can’t wait for your collection this February! Any hints on what you have in store for AW13?
EC: Well, there are a few surprises in store! For the AW13 collection, I am collaborating again with the incredible shoe designer Joanne Stoker and I am also working with the magical milliner to the stars, Piers Atkinson. I am doing an incredible collaboration for the show, which will be announced at the beginning of February. I am also working with a major British high street retailer on a fantastic project that launches in September, so yes 2013 is shaping up to be quite a year!
SM: All lips are sealed! Finally, what can we expect from you in the future?
EC: I am just going to keep on doing what I am doing and see what happens!
Eudon Choi will present his FW13 mainline collection on February 15th, 2013 at London Fashion Week. Be sure to keep this up and coming designer on your radar!
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Credits: Written by Levi Asher/LASHERX for Style Minutes. Photo courtesy of StyleBistro, Vogue.it and Eudon Choi.
Incredible.