11/30/09 - Today we're giving you an exclusive peek at the first women's collection designed by Eudon Choi. The designer who previously collaborated with Sienna Miller on her Twenty8twelve line surprises us with a collection inspired by the film Mommie Dearest, which stars Joan Crawford...

The career of designer Eudon Choi is a true success story. The Korean-born designer started out designing men's collections, but his time studying at the Royal College of Arts was a turning point in his career. His graduation collection was bought by Dover Street Market. British celebrities like Sienna Miller and Jade Jagger became devoted fans of his structured creations and he soon became a top name in the new wave of British fashion.

Sienna Miller quickly snapped him up as designer for her brand Twenty8twelve, alongside her sister Savannah. But Choi soon followed his longstanding ambition and created his own name brand. With his experience as a men's designer, he creates women's garments that are unique, iconic and impeccably tailored.

Today we're giving you an exclusive peek at his debut collection. It's a fascinating line inspired by the film Mommie Dearest, which stars Joan Crawford. This capsule collection oscilates between the forties and the eighties, with soft tailored dresses, exquisitely structured dresses for the evening, and a color palette inspired by the photography of Guy Bourdin, with bright touches of white, pink and gray blending with blues and greens.

I am so excited to be launching my debut womenswear line for Spring/Summer 2010. I wanted to do something very wearable, very elegant and most importantly very feminine! I was struck by the 1940s meets 1980s feel of the film Mommie Dearest. Both decades share a sense of style in structured clothing which I updated using all different types of silk in beautiful vibrant colours.”

Eudon Choi