One designer that we didn’t get chance to cover at September’s Fashion Week is Eudon Choi. The South Korean designer, whose label is stocked at boutiques like Browns Focus and Hervia Bazaar in Manchester, worked for All Saints and Twenty8Twelve before launching his own label in 2009. The nonchalance of those brands has stayed with his look, combined with his previous experience in menswear.
Choi has just won the Lycra Style Emerging Talent Award at the WGSN Global Fashion Awards 2011 but anyone keeping their eye on Vauxhall Fashion Scout’s schedule over the past few years will know that the Royal College of Art graduate was selected for ‘Ones to Watch’ in February 2010 and then progressed to Merit Award winner last September. Choi will now get consulting, marketing and technical support with his next AW 12 collection.
For SS12, Eudon Choi showed round frames on sixties sunglasses and long, loose pastel coloured separates. Playing to both feminine and masculine aesthetics, these were combined with graphic sports jackets, stripe motifs and the occasional jumpsuit. And it was all so wearable, we wouldn’t be surprised if we spotted a high street collaboration before long.