London Fashion Week
Eudon Choi at London Fashion Week SS14. (Picture: Rex)
High street designer collaborations with hot young talent are all the range right now. J W Anderson, Michael van der Ham and Mary Katrantzou are just a few of the most recent names pairing up with a high street brand. But arguably one of the most highly anticipated pairings comes from Eudon Choi for River Island.
He finally revealed the collection to a select group of press on the same day that he showed the spring 2014 collection for his main line and if the pressure was getting to him, it definitely didn’t show. The River Island partnership will help launch him into the mainstream and so, for many, his latest main line collection is an introduction and Choi definitely delivered.
The Korean born designer has always placed an emphasis on going back to basics and stripping back to the bare essentials and this season that feeling was still there. The bags were small, and were reminiscent of the styles we saw at Celine last season. It worked just as well on the clothes. Choi has the ability to make even the most basic and practical item look desirable. Shirtdresses, for example, while not particularly ground breaking, were perfectly proportioned, coming either oversized or with a modern asymmetric hemline and not much else. There were no borrowed from the boys here. While oversized, these were well and truly made for the girls.
Florals are another key ingredient for summer that Choi made feel fresh. Inspired by Asian exotic flowers, the botanical prints appeared on knee skimming dresses and angular tops, along with biker coats with flatteringly rounded shoulders. A few tops also featured sequins delicately fashioned into floral shapes that helped to add a feminine twist to the otherwise masculine pieces.
BFC chairwoman Natalie Massenet opened London Fashion Week emphasising the city’s power to yield fashion stars. Right now, Choi’s star couldn’t be shining brighter.