River Island's Next Collaborator ... Eudon Choi!

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While Rihanna’s second collection for River Island hit the racks a month ago, the high street retailer has already nabbed Eudon Choi as its next collaborator.

Choi’s background in menswear helped to make him a rising star at London Fashion Week. The Korean-born designer won the Lycra Style Emerging Talent Award at the WGSN Global Fashion Awards in 2011 before launching his eponymous label the next year – all priming him for River Island’s Design Forum initiative. Peter Lindbergh’s “Wild at Heart” editorial, featuring Cindy Crawford and Naomi Campbell, served as the capsule’s inspiration with 16 '90s-inspired pieces with Choi’s signature tailoring, playful details, and an edited color palette.

A short film is slated to premiere at LFW’s Fash/On event to coincide with the launch of the new collection on September 15th. We’re marking our calendars as we speak!