All big hair and red lipstick set against a vibrant urban backdrop. This beautiful photo shoot showcases Ones to Watch designer and rising star Eudon Choi's SS10 collection. Asymmetric paneled dresses mixed with soft, elegant silk tie ribbons.

Eudon Choi studied menswear at RCA before finally turning his talents to womenswear. Not only was his graduate collection stocked at Dover Street Market he went to design at All Saints and Twenty8 Twelve before starting his new label.

His incredible knowledge of pattern cutting as well as the female form is showcased through detailed construction. His figure-hugging, sensuous designs with a high fashion edge have already attracted Sienna Miller and Jade Jagger as fans.

The collection was inspired by Joan Crawford in Mommie Dearest, watch the trailer below and you will see the muted hues and power shoulder.

Posted by Emma Drinnan

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