Oh Boy! Eudon Choi for River Island

Nothing strikes fear into the heart of my bank account quite like the news of a designer/high street collaboration. 

Designer pieces on ze cheap? Yes please, I'll have some of that. 

While I am all for the big-name brands, one high street brand which does wonderful things for emerging British designers is River Island. With their Design Forum project, the iconic high street chain aims to nurture young design talent, allowing them to break into the mainstream with an accessible capsule collection on sale nationwide.

For AW13, River Island have scored serious fashion points in cherry-picking Eudon Choi as their latest guest designer. 

One of London's leading young creatives, Korean-born Eudon is best known for his artfully crafted coats and expertly themed RTW collections. For Autumn/Winter his show was a resounding hit with the fashion crowd; his Russian-inspired collection both wearable and feminine, while remaining suitably directional. images- Eudon Choi AW (see more here)

With a background in menswear design, Eudon Choi brings together masculine tailoring with elegant detailing and forgiving cuts. And it really is little wonder that his covetable coats have been a particular hit with the sartorially savvy.

Precise and luxurious; I am keen to see how Eudon Choi's distinctive aesthetic will translate into a high street collection. River Island today revealed that the range will focus on Eudon Choi's design principles, fusing them with the wearability so valued by the River Island customer. 

But will the magic be lost? I much doubt it, but we shall have to wait until September to make a judgment on that. images- Eudon Choi AW (see more here)

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