Eudon Choi for River Island

Korean-born, London-based fashion designer Eudon Choi is to collaborate with River Island on his first foray into high street fashion. The designer, who was named as ‘One to Watch’ by British Vogue in 2012, follows in the footsteps of emerging

fashion designers William Tempest and Georgia Hardinge in River Island’s Design Forum initiative.

Known for his attention to detail, sartorial techniques and masculine cuts, Choi has produced a 16-piece collection that reflects his signature mainline aesthetic, merging masculine and feminine by “combining his high level of precision and luxe-looking fabrics with wearable designs".

Eudon Choi joins River Island’s Design Forum

Inspired by a series of photographs called ‘Wild at Heart’ shot by Peter Linderberg in 1991 featuring supermodels Naomi Campbell, Cindy Crawford, and Tatjana Patitz, Choi’s high street collection will feature buttery soft leathers, clean streamlined pieces, and biker detailing, alongside a carefully put together colour palette.

"As an emerging designer, the opportunity to work with a major high street retailer is an incredible opportunity," said Choi. "My mainline collections are sold in high end stores and I love the idea that people all over the UK will be able to buy this collection."

The Royal College of Art graduate set up his eponymous label in 2009, after a few years working in-house as a designer, and this September will mark his fourth on-schedule show during London Fashion Week. Known for his sleek silhouettes, Choi has attracted a number of celebrity fans including Jessie J, Ellie Goulding, Rita Ora and Delilah.

The Eudon Choi for River Island collection will launch with a short film during London Fashion Week's Fash/On Film programme on September 15, an initiative launched by the British Fashion Council and River Island that celebrates fashion and filmmaking.

The collection goes on sale in selected River Island stores in the UK and internationally and online on September 23, with prices ranging from 30 to 250 pounds.