structured design

Attending London Fashion Week

designsLater today I will be attending London Fashion Week (#LFW) for the first time. I was kindly invited last year but couldn’t make it so the excitement for Eudon Choi‘s afternoon catwalk show is building!

Eudon’s show last year (photos above and below) was simply bursting with his A-Lister devotees like Yasmin and Amber Le Bon (who funnily enough lived across the road from me when we lived in London)…and like them, I can’t wait to witness his meticulously designed, bold designs.

Amber and Lucy

Eudon Choi was born in Korea, initially training as a menswear designer in Seoul, honing his eye for detail and craft in tailoring.

Eudon Choi

Moving to London, he garnered an MA in womenswear at the renowned Royal College of Art, working as a designer before setting up his eponymous label in 2009.

Eudon’s experience in menswear and womenswear enables him to effortlessly merge the best of both worlds, creating edgy masculine cuts that fit and flatter the female form.

I find his work empowering, talk about fashion as armour for the modern woman (that’s me baby).

Eudon Choi

His inspiration comes from research into archive photography and vintage pieces with an emphasis on menswear detailing. Dresses are structured and quirky.

structured design

In 2010, Eudon was selected as one of Vauxhall Fashion Scout’s Ones to Watch. In September 2010 he was awarded both the VFS Merit Award – where he staged his first solo catwalk show off schedule at London Fashion Week – and the BFC/Elle Talent Launch Pad, a support program co-ordinated by Elle and the British Fashion Council.

In September 2011 Eudon was invited by Anna Wintour and Franca Sozzani to present his S/S 2012 collection at Milan Fashion Week in honour of THE VOGUE FASHION FUND and he’s continued to find great success, having been awarded with the Samsung Fashion and Design Fund and the LYCRA® Style Emerging Talent Award at the WGSN Global Fashion Awards in New York.

He then debuted at LFW in February 2012 with his ‘Terra Nova’ collection.

EUDON CHOI has global appeal with his pieces stocked in the most prestigious of stores including Selfridges & Co (London), Browns Focus (London), Luisa Via Roma (Italy), Harvey Nichols (Hong Kong) and 10 Corso Como (Korea).

Coverage includes Elle, Harper’s Bazaar, Stylist, Marie Claire and Vogue.

I feel honoured to attend.

Now I just have to decide what to wear! No pressure then!

As it’s #fashionfriday, please do come link up your style posts, new, archived and as many as you like.

I look forward to sharing my experience at LFW and Eudon’s designs with you soon.

Have a fashionable weekend all x

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