Eudon Choi

Designer name: Eudon Choi

Origin: Seoul, Korea

Design background: Eudon studied fashion womenswear at the Royal College of Art. He was a menswear designer for Tim Homme, and subsequently a womenswear designer for All Saints and Twenty8Twelve. He then set up his own label. Eudon makes his London Fashion Week on-schedule debut this season, with a presentation on Saturday 18th February.

Design signatures: “Masculine yet feminine.”

Career highlight: “I was invited to Milan Fashion Week by Vogue Italy to be part of the Vogue Talents Exhibition, where I met Anna Wintour and Franca Sozzani.”

How would you describe the Eudon Choi woman? “Chloë Sevigny and Karen Elson.”

Trademark piece: “Leather detailed tailoring pieces.”

What is your brand philosophy? “Clean, sculptured lines, reworked classic shapes, attention to detail and effortless individuality.”

Price range at retail: £110 - £1,400

Three autumn/winter 2012 inspirations: “Polar expedition, Ernest Shackleton and Veruschka von Lehndorff.”

What does 2012 hold for your brand? “My on-schedule debut at London Fashion Week!”

What is your favourite decade in fashion? “The forties and the seventies.”

Where do you go in London to seek artistic inspiration? “Wapping Project. It is a truly unique art space and I often go to talk ideas through with Dr. Jules Wright, the founder - she is a genius!”

BFC/ELLE Talent Launch Pad winner (2010)