If next season is all about the perfect coat, then Eudon Choi is all set for A/W '10. His genius jackets and parkas, with their sharp military details and deliciously dull palette are already being shot, and worn, by fashion stylists worldwide. He’s the winner of the Vauxhall Fashion Scout’s Merit Award, a prize that has heralded good things for previous recipients like William Tempest, as well as one of six designers chosen by the British Fashion Council for it's new Talent Launch Pad initiative. No wonder hopes for the Korean The Royal College of Art graduate are high...
The A/W '10 collection
Grazia Daily: How did you get started as a fashion designer?
Eudon Choi: Well, my background is in menswear – tailoring to be exact. I’m from
After that I worked as a designer for Twenty8Twelve and for All Saints, so throughout everything I’ve done I’ve learned more and more about the business side of things, what the customer wants, and what sells.
How did you get involved with Vauxhall Fashion Scout?
Well. I had already been making clothes under my own name, and I was already set up with sales, distribution and a PR company. But I just thought – London Fashion Week! Now that would be really cool. And the Merit award is really good for me too, it’s judged by really good people in the industry and the amount of press I’ve got since then has rocketed. I’ve had pieces shot for magazines like Grazia and others in fashion editorial and just had a lot more attention generally.
GD: Having grown up and worked in a different country before you came to
From another point of view,
GD: What fashion designers do you admire yourself?
EC: Oh, too many to say! Far too many. Probably my all time fashion hero would be Yves Saint Laurent though. I LOVE masculine tailoring on a woman, I think it is the nicest look. I went to the Yves Saint Laurent exhibition in
Jameela Jamil in one of Eudon's frocks
GD: What about celebrities you have dressed or would like to dress?
EC: My S/S collection, which was inspired by Joan Crawford in Mommy Dearest with power shoulders was worn by a few people, Ophelia Lovibond, Marina Diamandis and Jameela Jamil wore something of mine to the Brit Awards. My best celebrity story by far was when I had a space in Dover St Market the day after my graduate show at the RCA, to put my graduate collection on sale. I was panicking because I’d been out the night before I was late to set up the shop and it wasn’t ready. As soon as everything was set up, in walked Jade Jagger! And she wanted a couple of pieces, but they didn’t quite fit her so I got to meet her again and alter the samples to fit her. That was great!
Thank you very much Eudon! We can’t wait to see the collection next month!
- Naomi Attwood