Eudon Choi at The Industry

Lauretta Roberts and Eudon Choi
Lauretta Roberts and Eudon Choi at The Industry
Last Wednesday I attended The Industry‘s talk with designer Eudon Choi and WGSN Brand Extensions Director Lauretta Roberts.

Eudon is an amazingly talented young designer who originally trained in menswear and his range of androgynous womenswear has been newly stocked in Selfridges. I’m always looking for the next big name in fashion and Eudon is definitely a name to jot down in my ‘ones to watch’ notebook.

I had the pleasure of interviewing Eudon myself last month ahead of the WGSN Fashion Awards which take place tonight. Eudon was a winner last year and has judged four categories this year. Good luck to all the nominees tonight!

Read my interview with Eudon below…

Two weeks today, London’s Savoy Hotel will be filled with the stars of the fashion world to celebrate their achievements over the past year at the WGSN Global Fashion Awards.

There will also be some fresh new names looking to take home the LYCRA Future Designer and Emerging Designer awards.

Helping to decide the fate of these promising designers is last year’s LYCRA Style Emerging Talent winner Eudon Choi. The womenswear designer turns judge for the first time after being on the receiving end of many awards and accolades including Vauxhall Fashion Scout’s Ones to Watch and Merit Award, the BFC/Elle Talent Launch Pad, The Vogue Fashion Fund and Samsung Fashion and Design Fund since setting up his label in 2009.

“I was just really excited to see the designers, I was more curious about what is out there and I just had to pick my favourite,” the former Royal College of Art MA graduate told TellusFashion of being asked to be a judge.

The nominees for LYCRA Future Designer Award, whose fate lies in Eudon’s hands, are Derek Clarkson (Savannah College of Art and Design), Shireeka Devlin (London College of Fashion), Charli Cohen (Kingston University) and Esther Kruyer (ArtEZ Institute of the Arts). The winner will receive a sponsorship package from LYCRA to produce a collection using the material and business support.

Eudon explains how this benefitted his work: “First of all receiving the award was amazing, it was a great endorsement… and the generous sponsorship to use the great fabric and they sponsored my fashion week show… It has opened doors to explore.”

Eudon initially trained as a menswear designer and his popular womenswear which is stocked around the world, including at Selfridges, London, is known for its androgynous aesthetic. For spring/summer 13, Eudon presented his 60s inspired show at London Fashion Week. With references to 60s films by the likes of William Klein, the box jackets, miniskirts and high-shine materials will be at the top of many a fashionistas shopping list next season.

Korean-born Eudon has built a strong grounding for his young brand but his ability to carry on learning and adapting is a skill that will see his success rocket in the near future. Working with LYCRA has developed his passion for top quality fabrics and he has been contacted by some of the top fabric mills in Italy to use their fabrics in his newest collection.

The contacts he is making in the industry don’t stop there. The word on the fashion circuit is that he is in the process of designing autumn/winter 13 which will include a new collaboration. “I can’t say anything about it yet but I’m very excited about it,” he explains.

Eudon looks up to Dries Van Noten as a womenswear designer who also comes from a menswear background, although with a different handwriting to Eudon Choi, and is also a fan of the work that Raf Simons has begun at Dior, describing both the couture and ready-to-wear lines as “Beautifully done”.

“There are so many great designers, I have a great respect for them because I understand the hard work behind it,” he says. Eudon is used to being behind-the-scenes with his collection and his modesty is an admirable trait that will make him a popular judge at this year’s Global Fashion Awards.

“I’ve never been to The Savoy; I’m looking forward to going!” He buzzes enthusiastically about the award ceremony next month.

Eudon’s label may still be young but with such a strong recognition for his talent already, the fashion world is eagerly awaiting the award-winners choice of the next rising stars in fashion. 


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