The Korean-born, London-based designer Eudon Choi learnt his craft at the RCA before being chosen by Vauxhall Fashion Scout as 'One to Watch' and invited by Italian Vogue's Franca Sozzani to show in Milan. Now he has now been picked up by iconic London department Selfridges.
Proudly stocked alongside the highest echelons of fashion in store, for A/W12 Choi's Terra Nova collection built upon foundations of strong outerwear, unusual fabric combinations and muted paneling, styled by AnOther magazine fashion editor Agata Belcen. Speaking to Dazed Digital Choi discusses Scott of the Antarctic and reworking masculinity.
Dazed Digital: Can you tell us about Autumn/Winter 12?
Eudon Choi: This collection is called Terra Nova and is inspired by the last fateful Terra Nova expedition of Robert Falcon Scott, better known as Scott of the Antarctic. I became quite obsessed with him during my research. Scott and his team set off in 1910 with the objective of being the first to reach the geographical South Pole but when they arrived on 17 January 1912 they found they a Norwegian team had beaten them by just 33 days. Tragically Scott's entire party died on the return journey from the Pole. This collection commemorates this sad piece of history. However, there is also an element of Veruschka von Lehndorff in there too!
DD: There has been a consistent aesthetic in your work – menswear-inspired silhouette, military detailing, feminine colour flashes. how do you retain consistency of vision?
Eudon Choi: I think, it's about revisiting the key signatures in my collection and refining them season after season. I am constantly searching for the inner purity and simplicity in my designs and with each collection I think I move a little closer to the perfection I am trying to achieve. I was a menswear designer in Korea so there is definitely a masculine aesthetic at work in my clothes but it is masculine reworked for the female form.
DD: What do you love about London?
Eudon Choi: London is my home now and I think the UK is the best place for fashion. Here people don't have a problem with being an individual and standing out. I love that about this country.