We interview fashion designer Eudon Choi
Eudon Choi reveals his most 'London' look and hands us his little black book for the capital
We interview fashion designer Eudon Choi
We've been long time fans of Eudon Choi. The Korean-born London fashion designer started out making menswear in Seoul, but has been creating tailored, utilitarian womenswear that's chic and supremely wearable since 2009.
Many of his collections reference art and architecture. He quoted fairy painter John Anster Fitzgerald for SS16. A Bauhaus exhibition at the Barbican provided the inspiration for Resort 2015.
Architect Adolf Loos was the springboard for his AW17 looks. The collection is titled 'Ornament and Crime', after Loos' most famous work. In this manifesto, Loos insisted that craftsmen shouldn't waste their time decorating buildings that were bound to fall out of favour. It's a manifesto for minimalism.
But this season, we are fans of the details in Choi's looks. We love the irregular, shining buttons on the clothes. We're drawn to the D-ring fastenings on trousers and coats. We love the Decke by Eudon Choi bags, with their bangle-shaped handles, which have just launched on the website.
And we love Eudon himself, who gave us thoughtful and eloquent answers to our questions – quite right too, for a man whose intellectual inspirations range from protominimalism to Japanese Metabolism.
The opening and closing looks at Eudon Choi's AW17 catwalk show in London
What's your signature style?
My style is a combination of masculine tailoring and a feminine sensibility. I like to think my clothes make a woman feel empowered in a quiet way.
What are your top fashion do's and don’ts?
There is no right or wrong answer, today’s wrong can be tomorrow’s right. Fashion is about having fun and finding your way to express yourself, be bold and be confident.
What's your favourite street in London, and why?
Maltby street on a Sunday morning, it runs along the railway arches near Tower Bridge. There are great places for brunch and coffee; I love to go early and buy the fresh fruit and veg.
Eudon Choi at the close of his AW17 show in London
Are you seeing any culture in London for autumn? What?
I’m really excited for the Basquiat: Boom for Real exhibition at the Barbican Art Gallery, from 21 September.
Favourite place to eat in London?
There’s a tiny Iranian restaurant just off Edgware Road called Patogh, they have beautiful fresh sesame bread which I love. I also love the Bellanger, it’s so close to my home! They do great French classics in a laid back atmosphere. I would order the oysters.
What will Londoners be wearing this autumn?
Londoners will be wearing the new breed of tailoring this Autumn, heritage with a twist. Shirting will continue to be strong, the re-worked sleeve shape is going to be so important!
What makes designing for Londoners special?
The London woman is totally unique, I feel very lucky to live here and be embraced as a designer. It’s such an amazing city, known for its diversity and innovation, it really gives me the freedom to be playful.
The audience here is so open minded and accepting of the new, I feel like there are no limits to my creativity here.
What pieces from your catwalk show are you most excited about?
All of them! I really love this collection, I have a very strong attachment to every piece.
The most important looks are always the opening and closing ones on the catwalk but I also love look 21, it’s very London to me.
Visit Eudon Choi to shop the latest collection
Many of his collections reference art and architecture. He quoted fairy painter John Anster Fitzgerald for SS16. A Bauhaus exhibition at the Barbican provided the inspiration for Resort 2015.
Architect Adolf Loos was the springboard for his AW17 looks. The collection is titled 'Ornament and Crime', after Loos' most famous work. In this manifesto, Loos insisted that craftsmen shouldn't waste their time decorating buildings that were bound to fall out of favour. It's a manifesto for minimalism.
But this season, we are fans of the details in Choi's looks. We love the irregular, shining buttons on the clothes. We're drawn to the D-ring fastenings on trousers and coats. We love the Decke by Eudon Choi bags, with their bangle-shaped handles, which have just launched on the website.
And we love Eudon himself, who gave us thoughtful and eloquent answers to our questions – quite right too, for a man whose intellectual inspirations range from protominimalism to Japanese Metabolism.
The opening and closing looks at Eudon Choi's AW17 catwalk show in London
What's your signature style?
My style is a combination of masculine tailoring and a feminine sensibility. I like to think my clothes make a woman feel empowered in a quiet way.
What are your top fashion do's and don’ts?
There is no right or wrong answer, today’s wrong can be tomorrow’s right. Fashion is about having fun and finding your way to express yourself, be bold and be confident.
What's your favourite street in London, and why?
Maltby street on a Sunday morning, it runs along the railway arches near Tower Bridge. There are great places for brunch and coffee; I love to go early and buy the fresh fruit and veg.
Eudon Choi at the close of his AW17 show in London
Are you seeing any culture in London for autumn? What?
I’m really excited for the Basquiat: Boom for Real exhibition at the Barbican Art Gallery, from 21 September.
Favourite place to eat in London?
There’s a tiny Iranian restaurant just off Edgware Road called Patogh, they have beautiful fresh sesame bread which I love. I also love the Bellanger, it’s so close to my home! They do great French classics in a laid back atmosphere. I would order the oysters.
What will Londoners be wearing this autumn?
Londoners will be wearing the new breed of tailoring this Autumn, heritage with a twist. Shirting will continue to be strong, the re-worked sleeve shape is going to be so important!
What makes designing for Londoners special?
The London woman is totally unique, I feel very lucky to live here and be embraced as a designer. It’s such an amazing city, known for its diversity and innovation, it really gives me the freedom to be playful.
The audience here is so open minded and accepting of the new, I feel like there are no limits to my creativity here.
What pieces from your catwalk show are you most excited about?
All of them! I really love this collection, I have a very strong attachment to every piece.
The most important looks are always the opening and closing ones on the catwalk but I also love look 21, it’s very London to me.
Visit Eudon Choi to shop the latest collection
Look 21 from Eudon Choi's AW17 catwalk - the most 'London' look in the collection?
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