We caught up with Jimmy Choo Creative Director and designer, Sandra Choi, at the brand’s Spring 2016 presentation during Milan Fashion Week. Choi, who has been at the helms since 2013, began training under her uncle Jimmy Choo from the age of 17 where she watched and learned from his expertise and been designing for the brand ever since. She has seen the brand grow and develop from the years of Sex and the City into the internationally recognized brand it is today. She has learned a great deal her uncle, the master craftsman, but also, from Tamara Mellon, the swanky entrepreneur whose business savvy and financial backing helped catapult the company into immense popularity.

In 2001, Mellon and Choo parted ways as Choo sold his shares of his eponymous company and decided to focus on couture. Choi made the bold decision to stay on with Mellon as the company continued to expand. Mellon eventually left the label that is currently owned by private equity firms. Through it all, Choi has remained the foundation of the global brand. 

Today, she continues the legacy of glamorous footwear her uncle started yet looks to expand the ideals of the brand. No longer just slinky heels and red carpet stunners, Jimmy Choo has decidedly more to give. That is not to say, however, that the shoe creater does not love sky-high stilettos but there is more to a modern woman’s life that, at times, requires boots and trainers. Here, we talk to the working mother of two as she explains who the Jimmy Choo woman is, what inspires her and how she manages to continuously produce fresh ideas season after season.

Who is the Jimmy Choo woman?

Jimmy Choo embodies confidence. The fact is that things are changing and moving around all the time and what I like about it is the constant glamour.

The woman itself is every woman, it’s not one person. I like to be able to design for women of our time because everyone changes. Fashion is changing so I like to design for a woman who is active. She knows fashion and embraces it but she knows how to judge beauty and quality and she knows herself.

With a shoe empire as is Jimmy Choo, what is your biggest source of inspiration? How do you keep it relevant?

For me, I would say the outside. I look at myself, I have done a few collections that have to do with the outdoors – it’s the energy and the vibe. I love being influenced by a vibe. Last collection dealt with romance. There is sensitivity in my creation, in my theme.

I look at women. I am working with something that is comparing two characters. There is always tension and balance with my themes. There are two key styles of women.

Have you ever visited the Middle East, if so, what are your thoughts?

I have never been to the Middle East but I am hoping to and trying to work something out. The thing about Jimmy Choo is that it is such a global brand, I am speaking to Japan, Turkey, Doha. It really speaks about the power of the brand itself.

Yalda Zacca