River Island Design Forum: Eudon Choi

Eudon Choi was named 'One to Watch' by British Vogue in 2012 and it's not hard to see why. With his great attention to detail, sartorial techniques and masculine cuts that shape the female form, he creates flawless pieces, which reflect his unique style - a merging of the masculine and feminine. Eudon seeks inspiration from historical photography and film, and by sourcing vintage fabrics and garments from around the world.

For Eudon's first foray into high street, he has stayed true to his roots by combining his high level of precision and luxe looking fabrics with wearable designs. The fully cohesive collection uses buttery soft leathers, clean streamlined pieces, biker detailing, alongside a carefully put together colour palette. For this 16-piece collection, Eudon was inspired by a series of photographs called 'Wild at Heart' shot by Peter Lindbergh in 1991 that featured a host of the world's most powerful supermodels including Cindy Crawford, Naomi Campbell and Tatjana Patitz.

Eudon says, on his experience working with River Island:

"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."

Korean born Eudon trained in Seoul in menswear design, and developed his skills in tailoring techniques. He moved to London, to attend the Royal College of Art's prestigious MA in womenswear. After a few years working in-house as a designer, Eudon set up his eponymous label in 2009. A number of fresh young, famous faces including Jessie J, Ellie Goulding, Rita Ora and Delilah have all worn Eudon's designs. This September Eudon will present his 4th on schedule show during London Fashion Week.

The Eudon Choi for River Island Design Forum collection will launch via a short film at London Fashion Week's Fash/on Film* event on 15th September. Fash/on Film is an initiative derived by The British Fashion Council and River Island, that has grown from strength to strength. The collection goes on sale in selected stores in the UK and Internationally and online (http://www.riverisland.com) on 23rd September 2013 and prices range from £30 to £250.

NOTES TO EDITORS:

*BFC Fash/On Film initiative, sponsored by River Island, aims to develop relationships between fashion designers and filmmakers and recognises the on-going development of fashion film as an important medium in the industry. Fash/On Film's main objective is to encourage, promote and stimulate the growth of designers and brands using film as a means to showcasing, thus strengthening London's position at the centre of this digital revolution.