One To Watch: Eudon Choi

01 September 2010

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 Korea and over there I worked as a designer for one of the biggest menswear brands in the country. I wanted to move into something else so I came to London and did an MA in womenswear at the Royal College of Art.

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 London, how have you found the city has influenced your work?

EC: London is a very diverse city, and from the point of view of culture – there are so many museums and galleries – so many sources of inspiration. Vintage stores are a particular place I go. There’s a place on the Old Kent Road that isn’t open to the public – you have to make an appointment. Really it’s the most filthy filthy place – I have to take anti bacterial hand stuff with me! But their archives of clothes are great! I’ll go there to look at great vintage military pieces, or a really old trench coat with the perfect patch pockets! I think it’s a wonderful place.

From another point of view, London is a fascinating place because of what people wear on the streets here. People living here come from so many different places themselves and its normal here to dress in whatever you want, and to dress very creatively. They don’t care what people think and as a result they look really funky.


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 Paris recently, and oh, my, God! There was a whole Catherine Deneuve room – that’s just like her whole wardrobe and another room of amazing couture dresses. I just saw them and I thought – I don’t think I can do couture! But THEN! They had a whole wall of black tuxedos. And they were just so beautiful, so amazing.


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


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