When I first heard Eudon Choi would be collaborating with River Island Design Forum, I couldn’t have been more excited: the young designer has been a firm Alex Loves and fashion insider favourite for a couple of seasons now, so I was obviously very pleased with the exposure this collection would bring Eudon. I jumped at the chance to see the collection up close when I was invited to get an exclusive behind the scenes of the Eudon Choi for River Island Design Forum short film, which is how I found myself in a disused water treatment centre in Chelmsford (oh the glamour!) a couple of weeks ago. Shot by filmmaker Sarah Chatfield and featuring model Charlotte Wiggins, the short film was launched a couple of days ago at London Fashion Week as part of Fash/ON Film and I can finally share my snaps with you!
With his first ever foray into high street, Eudon Choi follows into the footsteps of other emerging young designers who’ve collaborated with River Island Design Forum, including Georgia Hardinge, William Tempest and Julian J Smith. (You can see my exclusive behind the scenes with Georgia last season here). Of his collaboration with River Island, Eudon said: “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.”
I was very happy to see he kept true to his luxury roots (the leathers used are really of the best quality, hence a little higher price point than the usual RI pieces) whilst creating a biker chick inspired collection – a change from his very feminine mainline collection last season. The collaboration features jackets, dresses, bags, boots, skirts and even a leather jumpsuit and is in stores and online now.
p.s. The location was also used for the filming of Brad Pitt’s World War Z just months before. Basically, that makes me and Brad BFF’s.
Wearing: Topshop Dress // Carvela Kurt Geiger Slip Ons // MCM Reversible Leopard Bag // Prada Sunglasses
Shop Eudon Choi for River Island right here: