Good afternoon PPRS! I'm really getting into all the hype about AW12 now! With London Fashion Weeks just around the corner I have been enthralled by British Designers, young, old, quirky, cool, I can't get enough of them and with the news that Selfridges will be stocking his AW12 collection from Friday 24th August, (yes THIS Friday!) the man of the hour has to be Eudon Choi.
This fabulous young designer, born and raised in Korea where his focus was predominantly on menswear, then accepted a place at The Royal College of Art in London on their coveted fashion MA programme, Choi spread his wings and began designing brilliantly structured and fitted womenswear. Choi's graduate pieces caught the eye of of Sienna Miller, amongst others, landing a job as senior designer at Twenty8Twelve until 2009 when Choi left to create his own label. And boy are we glad he did! His masculine tailoring and clean lines create a an edgy but beautifully sophisticated look that was the talk of London Fashion Week in February, where his SS12 collection debuted. There was a definite air of retro sports-luxe and to this day I do not know how but Choi manages to pull of both beautiful tailoring and relaxed sportiness in one collection, whilst still keeping that exclusive, expensive, luxury look. No diffusion line required.
Choi says of his designs 'I take the practicality and strong silhouette of the menswear element but then rework it for a woman.' I think this works beautifully. Androgny has been big for the last few seasons and it is not going anywhere for AW12, there's something oh so sexy about power and the strong tailoring that Choi offers accentuates this in every way. The added leather detailing that Choi has also become renowned for oozes sex appeal and stimulates the senses.
'Terra Nova' is the name of the AW12 collection and it has been designed with cold, cold winters in mind. A neutral colour scheme is broken up with flashes of tantalising turquoise and elegant embellishment; fur lined parkas and bonnets dominated, teamed with the trademark tailoring from split pencil skirts to tapered trousers with a few peplums thrown in for good measure. The sporty look that was present in SS12 hasn't been lost either, but it is less prominent.
It was this beautiful collection that caught the eye of Gary Edgley, Selfridges Buying Manager, who had nothing but compliments for the Korean designer's use of 'great shapes' in his pieces, said 'It's great to be able to introduce such a dynamic emerging designer to our offering.' Choi's use of luxurious fabrics and enviable ability to modernise classics whilst still keeping them classic has attracted a huge following in both the celebrity and fashion world, boasting fans such as Jade Jagger and Lucinda Chambers. Not only does he have the celebrity following but he also has a string of awards under his belt, such as the Vauxhall Fashion Scout's Merit Award at LFW 2010, the Lycra Style Emerging Talent Award at the WGSN Global Fashion Awards 2011 and the BFC Elle Talent Launch Pad, in which his mentor said of him 'I have huge admiration for the way he handles cut and fabric and ultimately makes the wearer feel-very quietly-like the chicest lady in the room.'
Praise indeed for a designer who only started his own line three years ago.
So, that's all for today folks! I hope you've enjoyed this and it's given you a burning desire to check out more of our budding talent in the run up to LFW 2012. I know I cannot wait for it!
Speak tomorrow!
Love, love,
x RT @ PP x
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