South Korean born (London based), designer Eudon Choi has been herald as one of London’s “One To Watch” sweeping up accolades and pleasantly surprising audiences at London Fashion Week. Choi started out as a menswear designer in Seoul, and after four years decided to uproot to London and risk a move to designing womenswear. So, when premier London department store Selfridges announced to exclusively launch Choi’s collection, you know that the relatively unknown label is off to a gunning start.

To help celebrate this prestigious inauguration, Choi collaborated with Crane.TV’s Seyna Van Der Linden, to welcome his Autumn/Winter 2012/13 collection to the wonderful world of fashion films. The film was inspired by the collection’s simple yet complex detail and aimed to bring together elements from everyday life while merging them with a futuristic vision.

And thats exactly what this film does; it artistically showcases Choi’s brilliantly detailed sets of designs. The film is layered through the use of still photography projected onto models which adds intrigue without comprimising the film’s purpose; to showcase Choi’s garments. The contemporary choreography (by Tim Casson of Jasmin Vardimon Company fame) shows foreward thinking and works seamlessly with the collection and soundtrack (also by Seyna Van Der Linden).

The film is beautifully ethereal, and speaks volumes of Choi’s collection. His designs celebrate femininity with a touch of masculinity. It has a very 1920s (or the very least a early 20th century) vibe about it. Which is fitting, considering that the collection is inspired by Captain Scott and the anniversary of his infamous South Pole expedition.