Jimmy Choo’s new creative director has big plans for the brand, she’s told Vogue.
Sandra Choi was appointed sole creative director in February of this year after Simon Holloway (previously co-creative director with Choi since 2011) announced he was leaving the company.
Choi has worked for the company since 1989 when she made tea in the Hackney studio. Choi is in fact Jimmy Choo’s niece, but hasn’t spoken to her uncle since Choo sold his half-stake and she decided to remain with the firm under Tamara Mellon’s direction, prompting the family rift.
Choi’s vision is a much more relaxed attitude to the familiar glamour of the Choo shoe. She told Vogue:
“It’s time to give this place a shake… Jimmy Choo is that sexy, strappy, stiletto thing – but it can be something else, too. [The new Choo woman] doesn’t need to get her hair done, and she has a sense of attitude which is, ‘You know what? This is me.'”
Her plans include a new store, new designs and a new advertising campaign along with the new direction.
What do you think of the new plans for Jimmy Choo?