Since graduating from London’s Royal College of Art in 2006 with a master’s degree in womenswear, Eudon Choi has had his graduate collection picked up by the fanatically worshipped Dover Street Market, been a senior designer for Savannah and Sienna Miller’s label Twenty8Twelve, and been called a “fabulous individual” by our favorite throwback men’s fashion mag Fantastic Man. All of which makes his decision to move to London in 2003 — after having already completed a master’s in menswear at Yonsei University in his hometown of Seoul — seem like a pretty good move. “London, and womenswear in particular, just felt like a place where I could be more experimental,” says Choi.
When he took a job working for Twenty8Twelve, however, that wasn’t exactly the vibe he found. “It was a bit difficult to be at my most creative,” says Choi. “We didn’t have an in-house pattern-cutter, so everything had to be sent off to Hong Kong. It’s hard to create something with that system, it’s like you have to make everything in an Excel spreadsheet.” So in the spring of last year, the self-professed control freak quit to work on his eponymous line. Last fall, he showed a small women’s capsule collection to media and buyers in a friend’s showroom in Paris. The mostly silk dresses, with details like structured shoulders and ladders of knots down their lengths, took inspiration from the photographs of Guy Bourdain and the 1980s fashion touchstone Mommie Dearest.
It was enough to catch the eye of the selection panel at Vauxhall Fashion Scout, a London-based platform that offers emerging designers a chance to show during that city’s fashion week. For his fall/winter runway debut, Choi drew on his tailoring past to create a military-inspired collection with a camouflage palette — “masculine looking, but sexy and feminine,” he says. Here, the designer reveals to us all of the influences that went into it.
Style movement you most identify with: The 1940s. The war imposed so many restrictions on cloth, yet the decade was still very glamorous. People had to be much more imaginative with what was available.
Event that inspired you to be a fashion designer: I have wanted to be a fashion designer for as long as I can remember. My grandmother owned a shop in Seoul before I was born. It happened very naturally.
First thing you ever made: To be honest, I can’t remember. I tend to live with the things I am designing for so long that once the collection is finished I wipe them from my mind.
Favorite material to work with: Traditional suiting materials, like rich wools and cashmeres. On men these fabrics are very formal and restrictive, but when cut for a woman they become feminine and sensual.
Inspiration behind your Fall/Winter 2010 collection: It was inspired by a lot of things I had collected: some old military manuals I’d found in a thrift shop, issues of LIFE magazine, and vintage military boots I’d found in a market. I re-imagined all of this as a contemporary London look.
Choi called upon his experience tailoring menswear to create a collection that employed quite hardy materials — double-bonded waterproof fabric, Italian cotton, rubber-mounted wool, and leather — in a feminine way. Leather details, like the sewn-in bag at right, arose from a collaboration with the fashion label Jas M.B. “The guy who runs it is a friend of a friend. I went to his factory in London, and it was like a candy shop, I could choose any leather I wanted,” says Choi.
Style hero: “[The late French photographer] Guy Bourdin, for his amazing photographs, striking colors and very sensual yet strong women. Bourdin shattered expectations and questioned boundaries, and in doing so, he set the stage for a new kind of fashion photography. I recently meet Nicolle Meyer, Bourdin’s muse, and she really brought the magic of Bourdin to life for me.”
Bourdain’s candy-colored palette inspired Choi’s delicate debut capsule collection.
What you keep around your studio for inspiration: “My studio is in an old factory in Hackney, off Kingsland Road. It’s where all the designers are. I go to vintage markets and I’m always picking up new objects: picture frames, candlesticks, mirrors, old trunks, and bits of furniture. I love previously owned things, and I like to imagine the whole backstory of who owned the object before me, what kind of life they led, and how the object ended up where it did.”
Piece you wish you’d made: “The classic A2 aviator leather flight jacket. It looks as great today as it did when it was first designed in 1927. It’s been reworked by generations of designers, but I think the original design has never been bettered.”
Place you go to be inspired: “The Wapping Project is an amazing industrial arts space not far from my studio, and I often go there with my laptop when I need a break from working in the studio. The exhibitions and installations are always inventive, and Wapping’s founder Jules Wright is a great person to bounce ideas off of. She has an amazing way of looking at things.”
Favorite everyday object: “My beautiful vintage yellow-leather chair that I bought from the Ardingly Antiques Fair in the south of England. It’s where I sit every morning to sort out my tasks for the day.”
“A close second is my black leather Smythson diary. Katharine Hepburn wrote in this type of diary all her life. I’ve been using this diary for four years now and look forward to eventually having a shelf-full when I retire.”
Favorite design object: “The Pyramids of Makkum tulip vase by Studio Job. I first saw these at the V&A museum. Tulip vases were status objects for European royalty in the 17th century, and tulip contracts once sold for the equivalent of £1 million. I think it’s fascinating that something so commonly available now was once as prized as diamonds and gold. And the scale of the Studio Job vase is fantastic. Though it’s not something I’d imagine picking up for my house!”
Looks from Choi’s graduate collection, which was picked up for a two-week selling exhibition in the basement of Dover Street Market. “Jade Jagger came in one day and bought two pieces,” Choi says. “She actually offered me a job, but I already had a contract.”
Next big thing: “Tom Michelberger and Nadine May, the designers behind the Michelberger Hotel in Berlin. I am a bit of a hotel addict — last time I went to Berlin, I stayed in a hotel with a Karl Lagerfeld interior, very glam! But the Michelberger’s is completely bonkers. It’s definitely on my list of places to stay this year.”
Favorite shop: “Labour and Wait on Cheshire Street. It’s how you imagine all shops used to be. They sell simple, honest products — everything from hardware to clothing — with no excessive adornment or embellishment. Their aesthetic really appeals to me.”
Name a celebrity and what you would make for them: “Melanie Laurent, the girl who played Shoshanna in Inglourious Basterds. She’s in lots of French indie films as well. I just love her look, and I would make her a fabulous dress for the red carpet.”
Last great exhibition you saw: “Metamorphoses, Korean Trajectories, at the Espace Culturel Louis Vuitton in Paris. I especially loved Yong Seok Oh’s media art, which uses old pictures and clips from old movies to create moving montages. But mostly, it was amazing to see an exhibition of Korean artists in Paris.”
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