London Fashion Week AW13: Eudon Choi

Eudon Choi AW13 LFW ©

Eudon Choi is one of those young London designers who seems to remain a little under the radar, but steadily growing his fanbase with every passing season. This became more than obvious when the Portico Room at Somerset House was packed to the rafters for each of his presentations earlier during London Fashion Week.

Accompanied by a live folk string quartet, the Korean-born designer sent one of my favourite collections of London Fashion Week AW13 down the catwalk: as the name of the collection – “Varykino”  – suggests, Eudon seemed inspired by rural Russian style, with lots of knitwear, headscarves, flowers and full skirts in thick, warm materials. There was plenty of leather and flashes of fur, meaning we’ll keep nice and warm next winter. There were looks which displayed his knack for strong tailoring – he did start as a menswear designer after all – with beautiful timeless coats, trousers and shirts, but for me it was all about the ultra-feminine softer pieces. The full skirt is set to make a splash next season, having spotted it at several shows already, and I can breathe a sigh of relief: bodycon shapes simply don’t work on a curvy figure like mine, so I warmly welcome the return of the full skirt – elegant and feminine.

For the show, Eudon worked with some of the most exciting accessories designers around – Joanne Stoker on the amazing pom pom shoes, Piers Atkinson on the headpieces and illustrator Tom Baxter on the prints for the scarves. A lot was going on, but when put together, it blended wonderfully and conveyed the message even further.

With every collection, I become a little more infatuated with Eudon Choi’s aesthetic and AW13 has cemented my undying love. 

Eudon Choi AW13 ©www.alexloves.comIMG_1538IMG_1546IMG_1597

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