What Eudon Choi is known for
Eudon Choi is a London-based womenswear label known for tailoring that blends masculine cut with feminine sensibility. Collections span coats, dresses, tailored trousers, and knitwear sold direct at eudonchoi.com.
Eudon Choi is the eponymous womenswear label of the London-based, Korean-born designer, launched in 2009. Choi began his career designing menswear before turning that vocabulary — structured cuts, utilitarian details, vintage referencing — into ready-to-wear for women, a fusion that remains the label's signature: masculine tailoring softened by a feminine sensibility, expressed across coats, dresses, tailored trousers and knitwear. The approach earned early industry recognition, including the Fashion Scout Merit Award and the Elle Talent Launch Pad award in 2012. In 2017 the label expanded its reach with a collaboration for John Lewis, placing it alongside contemporaries such as Palmer//Harding in the department store's push toward emerging British design talent. The house remains a small independent operation — roughly five staff — run from Studio 7 in the Rose Lipman Building on De Beauvoir Road, London N1, a shared creative workspace rather than a public-facing shop. Eudon Choi has no standalone retail store of its own; the collections are sold through wholesale concessions at Fenwick, Harvey Nichols and John Lewis, through the independent boutique Salt, and direct via eudonchoi.com, which ships to the UK, France, Germany, Italy, Spain, the United States and Canada.
How ORBIS reads this city
Best for — Tailored contemporary womenswear by Eudon Choi
More in London
- Alexander McQueen — London
- Augustinus Bader — London
- Budd Shirtmakers — London
- Burberry — London
- Cad & The Dandy — London
- Charles Tyrwhitt — London
- Drake's — London
- Emma Willis — London
Where next
- Derek Rose — London
- MR PORTER — London
- Harvey Nichols — London
Hand-curated for ORBIS · no paid placement