This Autumn/Winter 13, River Island is excited to announce Eudon Choi as the latest young designer for their Design Forum initiative.
Eudon Choi was named ‘One to Watch’ by British Vogue in 2012 and it’s not hard to see why. With his great attention to detail, sartorial techniques and masculine cuts that shape the female form, he creates flawless pieces, which reflect his unique style – a merging of the masculine and feminine. Eudon seeks inspiration from historical photography and film, and by sourcing vintage fabrics and garments from around the world.
For Eudon’s first foray into high street, he has stayed true to his roots by combining his high level of precision and luxe looking fabrics with wearable designs. The fully cohesive collection uses buttery soft leathers, clean streamlined pieces, biker detailing, alongside a carefully put together colour palette. For this 16-piece collection, Eudon was inspired by a series of photographs called ‘Wild at Heart’ shot by Peter Linderberg in 1991 that featured a host of the world’s most powerful supermodels including Cindy Crawford, Naomi Campbell and Tatjana Patitz.
Eudon says on his experience working with River Island: “As an emerging designer, the opportunity to work with a major high street retailer is an incredible opportunity. My mainline collections are sold in high end stores and I love the idea that people all over the UK will be able to buy this collection.”
Korean born Eudon trained in Seoul in menswear design, and developed his skills in tailoring techniques. He moved toLondon, to attend the Royal College of Art’s prestigious MA in womenswear. After a few years working in-house as a designer, Eudon set up his eponymous label in 2009. A number of fresh young, famous faces including Jessie J, Ellie Goulding, Rita Oraand Delilah have all worn Eudon’s designs. This September Eudon will present his 4th on schedule show during London Fashion Week.
The Eudon Choi for River Island Design Forum collection will launch via a short film at London Fashion Week’s Fash/on Film* event on 15th September. Fash/on Film is an initiative derived by The British Fashion Council and River Island, that has grown from strength to strength. The collection goes on sale in selected stores in the UK and internationally and online on 23rd September 2013 and prices range from £30 to £250.
Until then, you can see our wider range of dresses, tops and skirts online today.