Since the founding of his brand, Eudon Choi has shied away from defining his customer — until this season.
“It’s about the attitude toward the garment rather than the age group,” he explained, adding, “We wanted to adapt our core look into something multifunctional and versatile.”
The label’s signature style — a feminine reimagination of tailored workwear — was in the shirting, suiting and utilitarian skirts. Subverting this was the incorporation of modularity, allowing the Eudon Choi woman to go from boardroom to wine bar with the push of a button, literally.
A khaki trenchcoat can separate into a sleeveless coat dress and cropped jacket; a shirtdress may be reconfigured to have a high or plunging neckline; jackets and button downs are able to reveal the wearer’s back when unbuttoned.
Chino, cotton in shades of banker blue, white, gray, and black, and pinstriped lightweight Italian wool starred in the collection, but were punctuated with pops of verdant green silks and punchy pink pieces.
Aiming to “rework the capsule, staple wardrobe for women,” the garments’ adaptability is part of Choi’s effort to consider sustainability as he designs, accompanied by his use of deadstock fabrics and reduced collection sizes.