Eudon Choi Resort 2025
Following a period of recessionâand with the challenging retail climate more broadlyâthe past year has tumultuous for pretty much every independent brand in London. And while Eudon Choi has been better placed than most to manage, with a healthy direct-to-consumer business and a significant customer base in the Middle East and Asia, that doesnât mean he hasnât felt some of those tremors.
Yet while he initially felt disheartened by these tectonic movements in the British fashion industry, it eventually brought him a kind of clarity: a feeling that was in full evidence across his pre-fall collection, which saw him pare things back to the Choi essentials, relying on fewer looks and a sharp concision to outfit his customer. âOver the years, Iâve always been asked, âWhoâs your woman?ââ Choi said, leafing through the racks of clothing at his showroom. âIâve always refused, for the past 15 years, to define my woman, because itâs never been about age or profile or lifestyleâitâs always been about the wearerâs attitude.â While Choiâs designs have often been pigeonholed as âfor the working womanââin no small part due to their day-to-night versatility and clever ability to be customized on the flyâheâs been thinking about a more holistic vision of who his customer is.
Choiâs wardrobe building blocksâoff-kilter tailoring, breezy shirting, maxi dresses, great pantsâwere all present, but often assembled in more unexpected configurations: what at first appeared to be a double-collared shirt fell away at the shoulders to reveal itâs actually a two-piece halter top, while a khaki safari top with a cocoon silhouette could be ruched to serve as a jacket or a skirt, and comes with a matching combat-pocket skirt. Choi compared this line of thinking to designing modular furniture, considering how each element of a look could be slotted together or pulled apart depending on the wearerâs mood. (An especially compelling proposition was a white button down with long tendrils of fabric that could be tied around the back to wear at the office, but just as easily tied up at the front below the bust to throw over a bikini on the beach.) And if you need more proof that Choi is feeling positive right now, look at those colors: that lime green maxi dress decorated with cascading ruffles of fabric couldnât be more joyously summer-ready if it tried.
