Given that Choi is known for his signature tailoring, it follows that his capsule collection should comprise five pieces of instantly covetable outerwear. The designer looked back through his archive when working on his Modern Rarity edit, selecting his favourite coats and re-working these styles. Among the standout pieces are a sharply tailored double-breasted style in grey check and a white frill-hemmed coat, priced at £360 (as seen in Grazia’s Fashion Charts).
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The Modern Rarity line launched last summer, with a focus upon quality wardrobe staples in luxury fabrics: presenting a more considered alternative to fast fashion, it promised the kind of seasonless pieces you’d want to re-visit season after season, and featured a guest collaboration with palmer//harding. The London design duo created five tailored white shirts, one of which was later worn by Prime Minister Theresa May at a Downing Street reception celebrating British fashion.
At the time, John Lewis’ head of womenswear buying Jo Bennett, explained the ethos behind the new collection, revealing, ‘we set off with a mantra of “fewer, better pieces,” with the knowledge that our customers are wanting quality pieces that have design substance. We wanted to create a brand that could cater for everyday modern classics in a luxe way – pieces that are thoughtful, beautifully designed and crafted with care.’ Built in to the Modern Rarity manifesto is a commitment to collaborating with the UK’s rising design stars, providing a creative platform (and high street exposure) for up-and-coming talents.
Priced from £250 to £400 and available in sizes 8 through to 18, the Eudon Choi collection will be available in stores and online from Thursday 7th September, astutely timed for a pre-Fashion Week shopping fix.