We head behind the scenes at Eudon Choi shoot for River Island

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Eudon Choi. He’s one of the most talked about Brit designers right now, and his collaboration with River Island much-anticipated. So it was a veritable coup for Fashion Popcorn to be given exclusive access behind the scenes as his team shot a high drama short film as part of River Island’s Fash/On Film initiative. Not only did we get to capture the shoot, we also got a sneak peek of the collection to (hardware-embellished, biker) boot ahead of anyone else.

Eudon Choi for River Island Design Forum: The Film. Image: Rachel Lucy King

Eudon Choi for River Island Design Forum: The Film. Image: Rachel Lucy King

Back in July when we heard the news that Eudon Choi would be designing for River Island Design Forum we were on sartorial tenterhooks. We loved what our high street honey co-created with Georgia Hardinge last season, so couldn’t wait to see what Eudon might have up his (mainly leather, as it turns out) sleeve come AW13. The designer has worked with the team at RI to create a neat line of chic souped-up essentials, inspired by Peter Lindbergh’s iconic ‘Wild at Heart’ supermodel series for American Vogue starring Naomi Campbell, Cindy Crawford et al. Which in 2013 translates as leather pleat knee-length skirt, the tomato-red money belt (like every good Brownie once had), the fashion insider biker – with a few high fashion pieces, including a rip-roaring leather jumpsuit, as seen in the pic above.

Evocatively capturing the elemental signature of Eudon and raw sensuality of his designs, via a raw, sweeping landscape and model Viktoria’s star turn as a vampish Hell’s Angel, the short is directed by Sarah Chatfield, who is represented by Colonel Blimp. An music video director whose film for Lily Allen’s Alfie earned her Best New Director and Best Pop Video at the CAD Awards, Sarah’s also worked with Lykke Li and Kelly Rowland to name but three: her big break into fashion film came when she co-directed, with Chris Sweeney, short films for Yves Saint Laurent Homme over two seasons five years ago.

See more behind the scenes shots from the shoot on the Fashion Popcorn Facebook page.

Action! Model Viktoria kicks off proceedings for Eudon Choi for River Island Design Forum short. Image: Rachel Lucy King.

Action! Model Viktoria kicks off proceedings for Eudon Choi for River Island Design Forum short. Image: Rachel Lucy King.


The film was showcased at the British Fashion Council’s Fash/On Film event, which is also sponsored by River Island. Long may it continue!

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