Eudon Choi trained as a designer in Korea focusing initially on menswear, which allowed him to master the art of tailoring as well as enabling him to improve his attention to detail, a skill needed for that type of profession. He then decided to move to London where he began working on womenswear designs. It was not long before he created clothing to accommodate both genders and launched his own label.
As his models walked down the runway of fashion week showcasing an androgynous style made from materials such as linen, cotton and silk, Eudon proved he is the designer to look out for. His SS15 collection was inspired by Georgia O’Keeffe, thus he focused on merging the artist’s feminine work with her own masculine style, which resulted in the creation of one unique cohesive look.
The models wore tapered trousers, asymmetric dresses, oversized shirt coats, trench coats and A-line skirts. The colour palette was mainly neutral with colours such as pale blue, beige, rose, yellow and white taking centre stage. Eudon decided to push boundaries and added black to his colour scheme. Opting for the colour black always seems unconventional for a spring/summer collection, but he chose it due to its dark and masculine associations, thus he continued to draw inspiration from O’Keeffe’s masculine look but at the same time he managed to create harmony within the collection by combining it with floral designs.
Eudon Choi is keen to prove he is a young up-and-coming designer, capable of using masculine cuts to shape the female form and increasingly focused on delivering purity and simplicity through his work.