South Korean designer Eudon Choi is all about intellectual garments. After originally training in Seoul where he learnt the ways of menswear design, with a move to London and an enrollment into the Royal College of Art, he moved into the realm of womenswear.
He applied his previous learning and as a result there's a hybrid collection with a hint of masculinity to his wears. His pieces are made for the modern woman, with the cut to match. Think tailored pieces that have been re-worked with a modern sensibility, in the form of separates, stylish throw-on dresses and let's not forget the minimal yet statement bags.
Eudon Choi portrait
Felicity Carter: What was your first fashionable memory?
Eudon Choi: The fashion response is when I first discovered my mum's walk-in-wardrobe as a kid but the real answer is when I bought my first pair of Guess jeans in the '90s; I was the first kid at school to own a pair and it felt great.
Eudon Choi S/S20 Campaign
FC: How, when, why did you get into the industry?
EC: My Grandmother had a fashion business and my mum always helped her, so from an early age strong fashionable women surrounded me and the joy they got from their work really stayed with me.
Eudon Choi S/S20 Campaign
FC: How would you sum up the aesthetic?
EC: EUDON CHOI clothes are designed for women who admire quality, timeless pieces that are modern and detail focused. Every season we try to bring a new twist to traditional menswear tailoring, and we want fashion to be fun without being crude or obvious, so many of our pieces can be worn multiple ways such as the Beatrice Jacket that can be worn double breasted, single breasted or as a cape.
Eudon Choi S/S20 Campaign
FC: What is luxury to you?
EC: Well-crafted pieces that you can return to year on year in your wardrobe. This is the way I shop and I still have cherished clothes in my wardrobe that are 20 years old. I want people to buy my clothes because they will love them for a lifetime, not because it’s a trend for one season.
Eudon Choi S/S20 Campaign
FC: Who is your customer?
EC: The Eudon Choi customer wants clothes that make them feel special and fashion forward. They want to invest in timeless pieces that they will treasure forever and wear season after season.
FC: What are the cornerstones of your company?
EC: Integrity of design, attention to detail and a hands-on approach to crafting garments.
Eudon Choi S/S20 Campaign
FC: Which was the first-ever piece that you designed and how did it come about?
EC: I was always daydreaming and drawing when I was young, so I don’t remember the first thing I designed but the first thing I made was inspired by an Armani suit, I was a big fan of Giorgio Armani in the '90s.
Eudon Choi S/S20 Campaign
FC: What materials are your favorite to work with?
EC: Italian Virgin Wool suiting fabric. I love fabric that is robust and has body; you feel luxurious and invincible when you wear a suit made from good quality fabric.
Eudon Choi S/S20 Campaign
FC: What are your immediate and long-term goals for your company?
EC: I am always focused on creating a better collection every season, the fashion cycle is hard, you have no time to stop and think. At the moment I am enjoying the organic growth of the business, I would rather we move slowly and are still here in 30 years, I want to work to right until the end like Karl Lagerfeld.
Eudon Choi S/S20 Campaign
See more from the designer on his website.
https://www.forbes.com/sites/felicitycarter/2019/12/19/london-based-fashion-designer-eudon-choi-discusses-his-take-on-womenswear/
2019-12-19 13:08:01Z
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