Launched in 2009 by its eponymous director, Eudon Choi is a British womenswear fashion label known for its meticulous tailoring. The brand’s first four seasons got sponsored by the platform Vauxhall Fashion Scout and showed off schedule. Later in 2012, Choi decided to move his shows to London Fashion Week. Born as a menswear designer, Choi managed to combine both vintage and menswear elements to his ready-to-wear pieces.
In 2012, he won both the Fashion Scout Merit Award and the Elle Talent Launch Pad award. In 2017, Choi launched a collection in collaboration with John Lewis, following in the footsteps of Palmer Harding.