On the hanger it maybe looks kind of 2-D, but actually when you wear it, it becomes quite flattering and more 3-D." (In other words, no space-age cocoon frocks here.) And the overall aesthetic is modern enough for even the most outlandish of pop stars—Lady Gaga called in a raft of pieces, and Ellie Goulding, Jessie J, and Delilah have all worn his wares.
Born in Korea, the designer earned a bachelor's degree and a master's in clothing and textile from Yonsei University in Seoul. After working as an assistant menswear designer at Time, a Korean brand, he decided to change both countries and fields, relocating to England in 2003 to pursue an MA in women's wear at the Royal College of Art. "It's not that I don't respect menswear, but you can just do more in women's wear," Choi says. "I could do more experimental stuff."