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Born and raised in Korea, Eudon Choi began his career in menswear before accepting a place upon the Royal College of Art's prestigious MA course in London. Choi's graduate collection attracted the likes of Sienna Miller and Jade Jagger as devotees of his beautifully structured pieces. Choi took a position as senior designer at Twenty8Twelve before leaving in 2009 to launch his own label. Eudon Choi has gained many influential fans including Sophie Ellis-Bextor, Davina McCall and Lucinda Chambers who recently commissioned a one-off piece for the pages of VOGUE.
As well as having his pieces appear in Stylist, Marie Claire and Elle. Choi was awarded the title of Vauxhall Fashion Scout's Merit Award at London Fashion week 2010.
Choi has also won the Lycra Style Emerging Talent Award at the WGSN Global Fashion Awards 2011.
Eudon is a winner of the BFC Elle Talent Launch Pad and is becoming a shining star at London Fashion Week.
Eudon Choi's SS14 collection is inspired by the theatrical and tragic life of Princess Deokhyde, the last Princess of the Korean Joseon Dynasty. The collection parades block colours, stripes and florals in a futuristic feminine form. Eudon's menswear heritage shines through in exquisitely tailored shirts, coats and skirts all creating beautifully precise and sexy silhouettes.
This is our ninth season with Eudon Choi. We are just as enraptured with SS14 as we were with AW10. The boy can do no wrong.