Eudon Choi in ELLE September Issue

Eudon Choi AW10/11

With popularity from his Ones To Watch debut still mounting, Eudon's latest collection, now stocked in Harvey Nichols Hong Kong & Dubai and Debut New York, has just be featured alongside fashion greats D&G in the forthcoming September issue of Elle. We can't wait to see what Eudon has in store for us this season when he unveils his Merit Award collection at Vauxhall Fashion Scout this September.

New lookbook from Masha Ma

Receiving a designer’s latest Lookbook, is always exciting but is even more so on this occasion, as the designer in question, Masha Ma, is amongst an array of new talent who will be showing with us for her debut solo show at London Fashion Week this season. I use the word ‘new’ loosely as Masha is certainly not new to receiving recognition when it comes to her design talent: After graduating from Central Saint Martins in 2008 with a MA in Women’s wear design, Masha was selected amid her peers to showcase her graduate collection at London Fashion Week, which was then bought by Saville Row’s trendy B Store. Following this, the Chinese-born designer has successfully grabbed the attention of press worldwide, having had her work featured in leading style publications such as Vogue, Harpers Bazaar, Pop and French Playboy.

Looking at the Autumn Winter 2010/11 collection, you can tell that at the Masha Ma label, shape and cut is the most important factor of design: Once stating that she always has an ever changing silhouette in mind, Masha is extremely skilled at reforming and modifying the traditional female figure. Her latest collection reflects a classic, tailored and sophisticated style but with an experimental edge, by using safety pins to creatively construct decorative features on the shoulders & necklines of dresses and the front of trouser legs. For the Lookbook, the assortment of garments including sheer blouses, figure hugging pencil skirts and structured jackets with asymmetric panels and lapels are all beautifully arranged and styled by Andrej Skok and shot by notable fashion photographer John Lindquist.

Sarah Barlow

Interview with Merit Award Winner Eudon Choi

Man of the Moment Eudon Choi after his 

Ones To Watch Debut Last Season

We were so excited that the uber talented Eudon Choi had been chosen as this season's Merit Award winner, we just had to find out a bit more about him. Kenny Wang tracked him down for a quick chat.


KW: So, how are you feeling after winning the Merit Award from Vauxhall Fashion Scout?
EC: Last year I was one of Vauxhall Fashion Scout's Ones To Watch designers, which was a great endorsement for my first fall collection and also great in terms of media exposure. To build on that this year with the Merit Award is amazing, and to have the support of Vauxhall Fashion Scout to do a solo show during LFW is a dream come true.


KW: What did you do to celebrate?
EC: I was in Korea on a short trip when I first heard the news. I rang up my friends and we all went out and drank lots of champagne!


KW: What industry experience did you gain before creating your own label?
EC: I was a menswear designer in Korea before my MA in womenswear at the Royal College of Art. After graduating from the RCA I worked as a senior designer at both All Saints and Twenty8Twelve.


KW: Which designer inspires you the most?
EC: Yves Saint Laurent. He made masculine tailoring a womenswear classic and reinvented the tuxedo over and over again. I went to a YSL exhibition in Paris earlier this year and it was utterly amazing. I was overwhelmed by his haute couture looks and the way the show was curated was just immaculate.  It is on until 29th August 2010, so check it out before it finishes!


KW: If you weren't a fashion designer, what would you do?
EC: People say I have a very keen eye when it comes to interiors, which probably comes from the attention to detail that typifies my approach to fashion design. If I wasn’t working in fashion I could see myself designing wonderful hotels and restaurants like Martin Brudnizki or David Rockwell.


KW: If you could collaborate with anyone, who would it be?
EC: I love Jas. M.B. bags! Jas. M.B. actually helped me on one of my pieces for AW2010, which was a leather bag integrated into a coat as a big pocket. It was probably my favourite piece from this collection and I would love to collaborate with him to create some gorgeous leather bags or perhaps a capsule collection of leather jackets and coats.


KW: Where would you like to see your brand in the future?
EC: I would like to grow my brand carefully and secure key primary stockists in the major European capitals. London is my home now, so I also want to focus on developing a strong UK presence.


Kenny Wang

Eudon Choi is this seasons Merit Award Winner

Eudon Choi AW10/11

Drum roll please...Fashion Scout have awarded the SS11 Merit Award to Eudon Choi! Already a Fashion Scout fave after showing off his creative prowess in last season’s Ones To Watch show, Eudon is set to wow us yet again come September with his knack for tailoring and expert eye for colour.

Already flying off the shelves at Dover Street Market, Harvey Nichols (Hong Kong and Dubai), Debut New York, Luisa Via Roma and countless more, it’s no surprise that our panel of industry big wigs named Eudon the man of the moment. And, judging by the success of William Tempest, David Koma and Hermione de Paula, we reckon Eudon’s special brand of exquisite, ultra flattering womenswear will be on every fashionista’s hitlist come fall. Congratulations!

Fiona Anderson