Eudon Choi
Eudon Choi is a London womenswear label founded in 2010 by Seoul-born designer Eudon Choi. It is known for tailoring, outerwear and bags with a masculine yet feminine sensibility.
| Founded | 2010 |
|---|---|
| Designer | Eudon Choi |
| Base | London |
| Focus | Tailored womenswear and outerwear |
| Website | eudonchoi.com |
What is Eudon Choi?
Eudon Choi is an eponymous womenswear label based in London and a regular name on the London Fashion Week schedule. Its designer was born in Seoul and moved to London in 2003.
History
Choi holds a master's degree in menswear from Yonsei University in Seoul and a master's in womenswear from the Royal College of Art, graduating in 2006. His graduate collection was picked up by Dover Street Market for a selling exhibition. He then worked as senior designer at Twenty8Twelve before leaving in 2009 to focus on his own line, which was established in 2010. In 2017 he collaborated with John Lewis on its Modern Rarity range.
Products and positioning
The label applies a menswear tailoring background to women's clothing, using traditional suiting fabrics cut for a feminine silhouette. Tailored pieces and outerwear are consistent highlights, and the range also includes bags. Inspiration has included vintage finds, military manuals and 1940s fashion.
Distribution
The brand sells through wholesale stockists worldwide, including Harvey Nichols and Fenwick in the UK.
Why it matters
Eudon Choi is an example of the internationally trained designer labels that have built a wholesale business from London's fashion week platform.
Frequently asked questions
Who is Eudon Choi?
Eudon Choi is a Seoul-born, London-based designer who studied at Yonsei University and the Royal College of Art and launched his womenswear label in 2010.
What does Eudon Choi sell?
The label sells womenswear focused on tailoring and outerwear, along with bags.