The British Fashion Council selected 15 designer brands composed from the London Show Rooms, to present London-based emerging fashion power in Paris. There, Oriental and Western cultural motifs clashed into each other; colors and patterns danced into a grand symphony, and excellent craftsmanship produced electricity.

London Show Rooms in Paris | Photography courtesy of London Show Rooms

This diverse and exciting landscape in the showroom attracted a plethora of fashion editors, stylists and fashionistas. Two brands are excavated from the bonanza of London Show Rooms.

Sadie Williams

London-born designer Mercedes (Sadie) Williams jumps on juxtaposing modernity with craftsmanship. The designer’s background of working with several notable designers and undertaking fashion projects for Vogue Festival and Manchester Art Gallery enabled her with a distinctive vision and outstanding execution. Sadie Williams’s latest collection extends her brand DNA of modern textile driven fashion aesthetics.

Sadie Williams AW2017 collection | Photography courtesy of Sadie Williams

Sadie Williams in London Show Rooms | Photography courtesy of Sadie Williams

Sadie continues to express her strong love for graphic patterns and vibrant colors in the innovation of print and textiles. Her AW17/18 collection offers a mélange of shimmering metallic, nifty knits and pretty pleats. Elegantly banded in Swarovski trim, crystals have been incorporated into pieces for original and playful effect since 2017. A Sadie-Williams-version of glittery abstract artwork stacked with colors is on the cards.

Sadie Williams AW2017 collection | Photography courtesy of Dazed

Sadie Williams AW2017 collection | Photography courtesy of Dazed

Hedonistic and optimistic cool is exemplified by various prints including strips, zig zags, puzzle-like motifs. The grown-up Sadie Williams woman with both tomboyish and feminine air, is exceptionally appealing. Sadie Williams, a brand that translates garments into geometric yet intricate designs, has managed to carve itself a little niche and name.

“Don’t just look at what you like, but be aware of everything that’s going on in fashion.”

–2013, Sadie Williams

Lurex prints featured in Sadie Williams AW17 collection | Photography courtesy of Sadie Williams

Eudon Choi

With the biological background of South Korean and years of experience in menswear, there is a sense of masculinity and delicacy to Eudon Choi’s eponymous brand. Since 2009, the year of its establishment, it has developed its signature sartorial techniques and clean cuts.

Eudon Choi AW2017 collection | Photography courtesy of Eudon Choi

Eudon Choi AW2017 collection | Photography courtesy of Vogue

Eudon sourced his inspiration from historical photography and film, as though he was picking vintage garments with eclectic spirit. Meticulously constructed, the designer extracted the essence of beauty he found from his inspiration, and shaped the female form in his mind. His womenswear collections embedded with masculine accent has won prestigious appreciation from Elle, The British Fashion Council and other organizations including The Vogue Fashion Fund.

Eudon Choi AW2017 collection | Photography courtesy of Vogue

Eudon Choi AW2017 collection | Photography courtesy of Vogue

His latest collection was based on Adolf Loos’ ethos of combing stark exterior with plush interior. Rather than using striking patterns, subtle blending of color and patterns were introduced to create punchy results. Statement pieces enchant customers like the shirt in banker-bro pale blue, the tailored white shirt, and the grey wrap front dress. Subtly reflecting light in the inner layers, silk echoed the designer’s inspiration.

“I could do more experimental stuff.”

–2013, Eudon Choi

Eudon Choi AW2017 collection | Photography courtesy of Eudon Choi

Against the minimalist backdrop, Eudon Choi obsoleted the purely decorative details and focused on utilitarian designs. His high level of precision and luxe fabrics with wearable design, has attracted collaborations from brands and retailors for his namesake house .

 

Special thanks to Sadie Williams and Eudon Choi for press materials.