The Procession of Time Marches on for Eudon Choi
Review of Eudon Choi Fall 2024 Fashion Show
By Angela Baidoo
THE COLLECTION
THE VIBE
THE THEME
The first word that comes to mind when thinking about the Eudon Choi brand is community. A hot button word in the world of marketing and brand building, hundreds of thousands of dollars are spent globally trying to create them authentically. In a way that will foster loyalty and simultaneously drive sales for brands big or small. Get it right, as many designers in London tend too (this could be attributed to the tight-knit nature of being an island or the concentration of a lot of fashion’s leading lights within the ‘virtual’ borders of London) and you can build a self-sustaining brand that will weather the many storms experienced by the fashion industry. But get it wrong, and you will forever leave a bad taste in the mouths of the very customers you were hoping to engage, leaving them feeling exploited or worse patronised.
Not so for Eudon Choi, as with each showing at London Fashion Week his rows are often filled to the brim with his international community and clientele who can’t get enough of his contemporary tailoring which endures through creative cutting, playing off against sensual cut-outs.
Choi’s training in menswear gives his tailoring for women a timelessness that is not always easy to achieve. Sans any fussiness his silhouettes afford the wearer a sense of freedom and of being party to one of London’s best kept fashion secrets. A signature style which represents the dynamism in his designs is the relaxed tailored blazer with slashed front seams that can be fixed with a button fastening or left open to create a unique design detail.
Contemplating Temporis Processum (or the Process of Time), Choi drew inspiration for fall 2024 from a wall fresco from the ancient Roman city of Pompeii. Referencing the decaying nature of the art piece, and the “emotional complexity” of finding beauty in decay. Seeking to remind all of the “fragility of life” according to the show notes, rich fabrics in weathered shades of sage and dusty pink (taken from those sun-faded historic murals) were then distressed and seams were left exposed, proving that what remained after all that development in his studio – or what was revealed – was still to be coveted.
THE BUZZWORDS
Tension in tailoring, sensual exposure, sculptural materials
THE SHOWSTOPPER
The adaptable element of this cage trim gives the bias-cut slip dress an intricate update, reflecting the designers way with simplifying complex ideas.
THE DIRECTION
THE WRAP UP
Eudon Choi’s collections have never needed to shout yet still speak for the woman who walks into a room wearing one of his pieces. Quietly perfecting his craft the designer has worked out a process that suits him and he is lucky enough to have also found his tribe at the 15 year mark, and in this market, that is nothing to be sniffed at.
