Eudon Choi joins Selfridges

In three years, Eudon Choi has risen from a name whispered by fashion-spotters to a young designer everyone is watching. And now, ‘everyone’ includes Selfridges.

The luxury fashion emporium is introducing Choi’s AW12 collection in-store from this Friday, 24 August.

‘It’s unbelievably exciting for me,’ Choi told us. ‘Selfridges is one of the most important fashion retailers in the world and as a young designer to get their endorsement so early on in my career is incredible.’

For his AW12 collection, titled ‘Terra Nova’, Choi took the audience to Antarctica via Captain Scott’s polar expedition. Selfridges Buying Manager Gary Edgley said: ‘Eudon Choi was undoubtedly one of the shows we were most excited by this year—we’re seeing a real appetite for great shapes at the moment, and Eudon’s use of lean lines and panelling is especially promising. It’s great to be able to introduce such a dynamic emerging designer to our offering.’

Choi, who made his full-scale LFW debut just this season, began his career in menswear. Echoes of masculine tailoring appear in his stellar outerwear—think multi-textured overcoats with shearling collars and graphically patchworked leather jackets.

‘I take the practicality and strong silhouette of the menswear element but then rework it for a woman,’ Choi says. ‘I think the perfect coat should offer a real sense of protection and be really practical. You want to be able to throw it on over any outfit—even jeans and a t-shirt—and still look effortlessly chic.’

ELLE Senior Fashion Editor Natalie Wansbrough-Jones became a fast fan after mentoring Choi during his term as a TLP winner.

‘Eudon’s exquisite tailoring has me totally smitten,’ she said, noting that she gets ‘stopped in the street by admirers’ every time she wears a leather jacket by the designer.

‘He uses the most luxurious fabrics and reworks classic