Commenting on their win, Kim and Choe said: "We are so honoured to be selected as the winner. The Merit Award is the best opportunity for new designers to show their vision and creativity."
The Korean duo met in New York while Kim was studying fashion at Parsons School of Design, they then moved to London in 2011, with both studying at Central Saint Martins. The creative direction of the label follows the philosophy of ‘Respect of Life and Nature’ stemming from the duo's stand on environmental problems, social issues and animal cruelty, which has led to everything being created with an eco-friendly vision.
Gyo Yuni Kimchoe was chosen by a panel of industry insiders, which included Hilary Alexander, Robert Cavell-Clarke of Not Just A Label, stylist Rebekah Roy, Fashion Scout director Martyn Roberts and former Merit Award winner Phoebe English.
Fashion Scout at London Fashion Week will take place from September 12-16 at Freemasons’ Hall.