The Hysteria Of Eudon Choi

The hysteria of Eudon Choi

The atmosphere was electric on the big Friday afternoon of London Fashion Week AW14 as Eudon Choi’s legion of fans, including Susie Bubble and Proudlock & Rosie of Made in Chelsea, filled into the BFC Courtyard space at Somerset House. Outside the rain was falling thick and hard but as the fashion elite filed into their seats the air was rife with excitement and fittingly so. The show was titled Hysteria, not just a notion to his adoring followers but the groupie mania inspired by the music of the sixties.

Eudon Choi London Fashion Week AW14

Eudon Choi at London Fashion Week 2014

Black and white images of crazed Beatles groupies were splashed across the walls with an overplay of screaming screamed cheers flowing into the bands tunes; the models strutted out with an air of perfect nonchalance. Hues of blue and grey littered the collection, from vibrant cobalt to dark pinstripes and the outwear was outstanding, moving through voluminous pea coats to oversized blazers. As seems a firm AW14 stalwart, there was fur, in the form of an oversized coat or thrown across the shoulders as a wrap, introducing a more glamorous air of nostalgia. Shots of mustard and red peppered through with printed angora leggings and jumpers bundled under pared back outerwear and Choi outdid himself with the outstanding cut and design of the achingly modern jumpsuits.

Although there is no notion of an office girl in one’s imaginings of bygone groupies, impeccable tailoring was rife through out the collection, making this one to bookmark for us career women. The trouser suit was reinvented with a beautiful oversized pinstripe coat paired with slim pinstripe joggers, the very epitome of modern work wear. Prince of Wales check in slate grey balanced the sport element of tailored sweatshirts paired with skinny trousers and the funnel detailing that appeared on shirt collars and cuffs, spilling over tailored dresses added a feminine flair.

Gina Brar

A self-confessed coffee addict, collector of fabulous high heels and a lover of the written word, Gina plans on taking over the world of Fashion Publishing one story at a time. When she’s not shopping for beautiful new finds or devouring the latest catwalk pictures she can usually be found curled up with her favourite novel.