Background
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.
Eudon is a winner of the BFC Elle Talent Launch Pad.
Choi has also just won the Lycra Style Emerging Talent Award at the WGSN Global Fashion Awards 2011.
Inspiration
"The late 60s and early 70s sportswear and its stream of modernism. It was so very clean, structured and the details come from the sportswear. There's lots of colour and texture and my leather explodes into the senses. I am re-writing sportswear using 60's detail".
How does it make you feel?
Precisely sexy.
