Who’s he and how do you pronounce his name?
First off, we thought that Choi rhymed with ‘joy’ but we weren’t sure so we tweeted the designer. Wonderfully, he confirmed: It’s pronounced ‘yoo don’ and indeed Choi does rhyme with joy.
The man himself is from Seoul in South Korea and worked in menswear before doing an MA at the Royal College of Art. A Vauxhall Fashion Scout Merit Award winner in 2010, he’s also charmed the staff of Elle and bagged a BFC Elle Talent Launch Pad award plus we absolutely loved his Captain Scott-inspired Terra Nova collection for AW12.
More brrr-illiant designs this season?
Not so much Arcticwear this time around, more clothes fit for stylish Russian peasants with a folksy sophistication about them. Headscarves were adorned with flowers and pompoms and separates came in simple shapes, autumn hues and Swarovski embellishment.
Was it very costume-y then?
Not at all, Style & Then Some would happily wear anything from this AW13 collection, even the headscarves. Yes there was a Russian folk band playing as we all shuffled in and again as the models paraded around the Somerset House Portico Rooms showspace. And yes hemlines were long. But Choi blended his folk art and Dr Zhivago influences with his eye for sharp lines in outerwear and his menswear background beautifully.
Tell me about the coats and jackets, didn’t you love those last time?
Oh yes and there was more here to love this time round, including that all important staple: leather. Royal blues and deep purples were offset with chunky pale pink snoods and an adorable yet somehow androgynous black cape tied with ribbon.
What’s next for Eudon Choi then?
Well Brix Smith-Start was in the audience so we wouldn’t be surprised if she stocks this AW13 collection. Marina (from M & The Diamonds) made an appearance too and Choi already has fans including Sienna Miller (he has designed for Twenty8Twelve) and Jade Jagger.
In short, he’s one of our favourite LFW designers of the past few seasons – so tell all your friends now because this guy is going to be huge come SS14.