Who started it? Korean-born Eudon Choi started off designing menswear in Seoul. But when the call from the Royal College of Art in London came, he shifted not only his base but his muse and model, as he began to focus on womenswear. Hired as a senior designer at high-street label All Saints, he quickly graduated to becoming a top designer at Sienna Miller's Twenty8Twelve before leaving to start his eponymous label in 2009. Choi says he's inspired by historical photography and vintage garments. Fans include actress Miller and socialite Jade Jagger.
Why we love it: his years spent designing menswear are reflected in most of his ensembles, resulting in a rather masculine silhouette with a feminine flourish. See the uniform collared Garrett shirt (HK$2,980) matched with an embellished Heidi leather wool skirt (both far left; HK$5,780). The clothes exhibit a fine attention to detail with leather used in unusual ways, which in equal measure restrict and accentuate the female form.
What we'd pick: inspired by equestrian paraphernalia, we're all for the clean and strong silhouette of the purple Kat Merino wool top (HK$2,580) and sculptured Tru Merino wool skirt (both top left; HK$2,780) as well as the brooding Linda jacket (HK$7,800) with matching Casey wool mix trousers (both left; HK$3,280).
Where can you get it? Eudon Choi is available at Russell Street, 2/F, 24 Russell Street, Causeway Bay, tel: 2591 1166; www.russell-street.com.