WINNER
2013Eudon Choi
Eudon Choi earned a bachelor’s and master’s degree from the Department of Clothing and Textiles at Yonsei University. After training as a menswear designer at a local contemporary menswear brands, he moved to London to pursue an MA in womenswear at the Royal College of Art. He filled the post of senior designer at All Saints and Twenty8Twelve before finally launching his eponymous label in 2009. He is noted for his skill in creating feminine silhouettes using his artistry in masculine-style cuts, drawing from his long experience as a designer on the frontier. He finds inspiration in his love of old photos and passion for vintage clothing – mainly menswear. He has a flair for capturing the essence of classic beauty and reworking it into his own fresh take.
Choi was selected as one of Vauxhall Fashion Scout’s Ones to Watch in February 2010. He received the BFC/ELLE Talent Launch Pad, a support program for emerging designers, and the VFS Merit Award in September of the same year. With the VFS Merit Award came the opportunity to stage his first solo show at London Fashion Week. The September 2011 issue of VOGUE Italy invited him to Milan Fashion Week, and Anna Wintour, the editor-in-chief of American VOGUE, applauded his “beautiful collection” after seeing his work at the VOGUE Italy Talent Exhibition. He was also honored with the Emerging Talent Award from the WGSN Global Fashion Awards.
After winning the seventh SFDF, he made his on-schedule debut at London Fashion Week in February 2012, in his third year as an independent label. His catwalk show, directed by Creative Director Jules Wright of The Wapping Project, has also garnered much acclaim from the likes of top fashion magazines such as ELLE and VOGUE in addition to buyers from across the globe. VOGUE went so far as to label him an Emerging Designer to Watch. Selfridges, the UK’s high-end department store chain, exclusively launched an extensive selection of his collection. His Spring/Summer 2013 collection, covered by STYLE.com, also impressed both buyers and the press.
His work is being sold at premium retailers across the globe, such as Selfridges and The Shop at Bluebird in London, and 10 Corso Como in Seoul. A collaboration project with 8 Seconds to be launched in December 2012 is currently underway.
