Last Saturday during the roundup of London Fashion Week events, Fashion Crossover London and our creative Judy Chou attended the Oxford Fashion Studio show to see our graduate designer, Annie Eunbyeol Choi, present for the very first time. Choi’s pieces were worn by Taiwan’s top fashion icon, Judy at the recent NYX Hollywood event. Known for her avant-garde style and artistic self expression it’s no surprise that Judy has also been selected to be the international campaign girl for NYX Cosmetics, who were acquired by the L’OREAL group in 2014.
Hitting the clothes at different angles, the clothes spoke to Annie’s fine tailoring and craftsmanship. The garments sat atop each model fittingly. The brushstroke and paint effects flowed down each garment seamlessly in her notorious wide-dress silhouettes and pleated detailing. Collars stood high and fur accents came to life down the runway. With a touch of the effeminate, Annie found a clear-cut method to blend together her Victorian inspiration with that of the 21st Century.
Speaking to Annie after the show, we ask the designer what her future plans hold and following the path of many acclaimed independent designers, she speaks of a well-known dream of launching her own label and capsule collection for next season. She shies away from building an eponymous label, and instead goes for mystery and intrigue by christening her brand LOYEB, an anagram from parts of her name. “The collection would be conceptual but wearable, I’ve always loved doing something with a story but without the seriousness that comes alongside fashion. It will be a modern yet witty collection”. LOYEB will be sold exclusively in select stores in South Korea but will be available online for purchase.