London Fashion Week SS24 Highlights: Eudon Choi's ode to female freedom

Eudon Choi’s ‘Chasing Butterflies’ Spring Summer 2024 collection was presented today in the gardens of St. Paul’s Church, Covent Garden, as unscripted birds chirped above.

The collection was inspired by the dreamy art of impressionist painter Berthe Morisot (1841-1895).

Although the artist was often overshadowed by her male counterparts, Choi was inspired by her ability to create artworks that reflect the female experience. In the same way Morisot created visual odes to ‘a womanhood free from objectification and idealisation’, Choi aims to do the same.

The show began with an abundance of tailored taupe looks, contrasted with whimsical neon gowns. This was followed by a string of looks that showcased the ‘delicate balance between nature and structure’.

Despite tailoring being the running thread throughout the collection, soft silks and floating hemlines created a lightness that evoked an image or Morisot’s soft brushstrokes.

The artist’s gentle hues were also conjured up by the designer’s use of cool-toned taupes, tasteful corals, poppy reds and pale blues.