15 February 2013
Studio 10, Excel Building
6-16 Arbutus Street
Eudon Choi Lookbook
Selfridges & Co, London
Shop at Bluebird, London
Russell Street, Hong Kong
10 Corso Como, Seoul Korea
Beaker, Seoul Korea
Secret Location, Vancouver Canada
Born in Korea, Eudon Choi initially trained as a menswear designer in Seoul, acquiring an in-depth knowledge of tailoring techniques and a great eye for detail. He moved to London to attend the Royal College of Art’s MA in womenswear. Eudon worked as a womenswear designer for a few years before setting up his eponymous label in 2009. Eudon won the LYCRA®Style Emerging Talent Award at the WGSN Global Fashion Awards in New York in 2011 and debuted at LFW in February 2012 with his ‘Terra Nova’ collection.
Masculine yet feminine, Eudon’s experience in menswear enables him to use sartorial techniques and masculine cuts to shape the female form.
“For AW13 I wanted to continue to explore the idea of protection that emerged in my AW12 Terra Nova collection which was inspired by Captain Scott’s final, fateful expedition to Antarctica. But for AW13, I wanted to inject a sense of romanticism and nostalgia and explore something more overtly feminine. My starting point for the collection was Russia and the strong, dignified and proud women who kept their families together during the Russian revolution. For many it meant leaving everything behind and travelling across the ocean to America to give their children a better life. They brought with them their culture and customs and my AW13 collection re-imagines their traditional dress in a contemporary way.”
“I watch a lot of vintage cinema and I think a cinematic reference always makes its way into my collection. With my SS13 collection it was 2001: ‘A Space Odyssey’, ‘Blow Up’ and ‘Qui êtes-vous, Polly Maggoo?’ For my AW13 collection it is the 1965 film ‘Dr Zhivago’, directed by Lean and starring the gorgeous Julie Christie. Music is also going to be a very important component of the AW13 show.”
PLANS FOR 2013:
“I am working on a major project with a UK high street retailer but it is all under wraps at the moment, so I can’t tell you more than that - all will be revealed in September! I am also working on a very special collaboration for the AW13 collection, which I also can’t talk about just yet, but I think it will surprise quite a few people.”