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Eudon Choi Tells HFM The Inspiration Behind His LFW SS18 Collection

The fashion designer showed his 10th collection at LFW SS18

eudon choi
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We caught up with fashion designer Eudon Choi backstage after his London Fashion Week SS18 show to discuss his inspiration and latest venture into jewellery with designer, and friend, Chrishabana. Continuing with his architectural inspiration (his AW17 season was inspired by architect Adolf Loos’ ‘Ornament and Crime’ essay), this season sees furniture designer Eileen Gray’s E-1027 villa encouraged a fresh, light and modern collection. Choi’s characteristically clean-cut tailoring of course complimented this aesthetic and provided a refreshingly structured approach to summer dressing.


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The show certainly prepped us for when next summer comes around. Crisp pinstripes and Prince of Wales prints were seen across dresses, jumpsuits and blazers. Fluid yet simple silhouettes featured off-shoulder and cut-out details dominated the collection while a strong and vibrant pink power suit that wouldn’t have looked out of place at the fashion parties 30 years ago, also attracted a lot of attention.

MORE: See which fashion shows we loved on Day 2 of London Fashion Week

Continuing his collaboration with accessories brand, Decke, bags were circular and bold, with one particular favourite being the shape of a straw hat. Hair and make-up were kept bare and natural, inspired by “an aristocrat, woman about town who has been on holiday all summer and just chucks something on to go out”, described Adam De Cruz from the Mac Pro Team.

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Choi explained that while he cannot pinpoint exactly why he feels architecture is so synonymous with his collections, he has been a long-time fan of Eileen Gray, who he claims is “the pioneer of modern design”. He goes on to explain he chose the E-1027 summer villa she had just built because “it captivates her vision as an interior designer that I have been admiring for a long time, and it realises her vision within an amazing space by the sea”.

MORE: See more from the Roksanda SS18 runway at LFW

The jewellery collaboration with Chrishabana, already favoured by the likes of Gigi Hadid and Rihanna, is perhaps where Eileen Gray’s villa’s inspiration is most obvious. “If you look at her furniture she has a beautiful delicate metal in the side glass frame, so [I just] really wanted it to be adapted to our jewellery design… It was our first collaboration with Chrishabana so we wanted to play around with the design element and bring in that real lightness but still keep it modern and simple”. The statement earrings, which are available to buy now, feature over the ear and drop designs, but can all be worn in different ways.

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For more from SS18’s London Fashion Week, see the other designers that showed on LFW Day 1 here.