LFW kicked off yesterday and even if I don't usually to fashion shows reports, apart from the few designers that usually struck me ( Prada and Marc Jacobs) this time my curiosity has been aroused by Eudon Choi for several personal reasons. I knew his name even before today, but he has been under my radar for the past 2 week as his collaboration with River Island for a capsule collection launching tomorrow AND he is South Korean! That's really the key as I'm obsessed with K-pop and always interested in Korean people and culture.
His SS14 collection is inspired by Asian flowers both in terms of prints and colour palette PLUS having done his apprenticeship in menswear in South Korea, before graduating in womenswear in London, his garments are clearly influenced by menswear tailoring that can be found in the precise but yet soft cut of the white shirt and in the construction of the coats. A feminine, pretty and wearable collection that strikes a great balance between being creative and commercial.