Backstage at Eudon Choi with Adam Garland | London Fashion Week SS24

Join us backstage at London Fashion Week SS24 with Eudon Choi and Authentic Beauty Concept. Crafted by our Global Advocate Adam Garland.
In this video, we take you behind the scenes of the latest hair trends spotted on the runway. From sleek updos to bold textures, our talented stylists showcase their creativity and expertise. Whether you're a fashion enthusiast or simply looking for hairstyle inspiration, it’s a must-watch.
Who is Eudon Choi?
Contemporary womenswear fashion designer Eudon Choi was born in Korea and initially trained as a menswear designer in Seoul before moving to London. After graduating from the Royal College of Art’s MA in womenswear before launching his own label. Eudon combines masculine tailoring with a feminine sensibility to create garments that ooze individuality and effortless beauty and continues to showcase his work at London Fashion Week.
Who is Adam Garland?
Global Advocate Adam Garland, a British Stylist based in London having worked in the industry for over 20 years is experienced in hair styling, education and editorial. Behind the scenes he talks us through his thought process on the shoot and how he uses Authentic Beauty Concept products to create a natural ethereal look.
Authentic Beauty Concept products used on Eudon Choi models at London Fashion Week SS24:
Enhancing Water - used on all models to smooth out kinks and unwanted movement
Hand and Hair Light Cream - used to create depth and definition without weighing hair down
Authentic Beauty Concept is a holistic premium haircare brand co-created with a unique hairdresser collective to start a new path to authentic beauty. Discover our beliefs on our website.
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