Exciting fash news one and all, River Island have just announced that Eudon Choi is the latest young designer to create a collection for their Design Forum initiative. This will be his first collaboration with a high street store, following in the footsteps of previous River Islanders William Tempest and Georgia Hardinge who worked with the Design Forum initiative. How exciting is that?
According to the folks at River Island, for his first 16 piece high street collection he is using soft leathers, streamlined pieces and biker detailing, with a carefully put together colour palette. Sounds mighty good to us. He was inspired by a series of images shot by Peter Linderberg in 1991 called 'Wild at Heart' that featured original supers including Cindy Crawford, Naomi Campbell, Claudia Schiffer and Tatjana Patitz. The collection will stay true to the Choi signature 'combining his high level of precision and luxe-looking fabrics with wearable designs.'
The Korean born designer, Eudon said about his River Island collection: 'As an emerging designer, the opportunity to work with a major high street retailer is an incredible opportunity. My mainline collections are sold in high end stores and I love the idea that people all over the UK will be able to buy this collection.'
A sketch from Eudon Choi's River Island collection
For those new to the work of Choi, let's have a quick run through his fashwan CV shall we? Well he trained as a menswear designer in Seoul then moved over to London for the Royal College of Art’s MA in womenswear. He then set up his eponymous label in 2009 and debuted at London Fashion Week in February 2012. He has a starry contact list as Rita Ora, Delilah, Ellie Goulding and Jessie J have worn his designs and his bookshelf is lined with fashion gongs. He bagged the LYCRA Style Emerging Talent Award at the WGSN Global Fashion Awards and the 2010 Vauxhall Fashion Scout’s Merit Award.
The collection will launch with a short film at London Fashion Week on the 15th September during the Fash/On Film programme and will go on sale in store on the 23rd September 2013, with prices from £30 to £250. Now who will be the campaign star? Perhaps one of his A List fans such as Rita Ora and Jessie J? Or will he aim for one of the muses of his collection and bag a supermodel?
While we wait to see the collection, brush up on his style signatures in the gallery below...