Beginning his menswear design career in sparkling and vivacious Seoul and ‘careering’ headfirst into British womenswear, Eudon Choi’s 16-piece collaboration with high street giant River Island is earmarked for an AW13 drop…

Eudon Choi is the resident, London-based, South Korean-born designer known synonymously for his clean, masculine aesthetic teamed with luxurious fabrics and to-die-for colour palettes. Whilst still perceived as a young, emerging designer, Choi has already enjoyed stints at All Saints, Twenty8Twelve and, of course, his own label.

His collaboration with River Island sees a signature use of soft butter-esque leathers, streamlined pieces and a hard-hitting biker detailing. Inspiration is noted from photographs shot by Peter Linderberg in 1991, named ‘Wild at Heart’.

“As an emerging designer, the opportunity to work with a major high street retailer is an incredible opportunity,” says Choi. “My mainline collections are sold in high end stores and I love the idea that people all over the UK will be able to buy this collection.”

Eudon Choi for River Island lands on 23 September 2013. Prices range from £30-£150.

Handbags at dawn, credit cards at the ready ladies!

Michelle Chai is a self-confessed colour avoider, avid coffee enthusiast, multi-tasker extraordinaire and, by night, a regular fashion blogger at Daisybutter. She edits Aesthetic (both online and print) and really enjoys her ongoing quest for the perfect knit. FYI, this one came close to nabbing the title.


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