'I AM INFLUENCED BY EMOTIONS'

Creative Director of Jimmy Choo, Sandra Choi expands on the iconic brand's global relevance, views on the evolution of fashion, the latest collection, and much more.

- SHIVPRIYA BAJPAI

When Carrie Bradshaw (the iconic character played by actor Sarah Jessica Parker) said, "I lost my Choo..." in the wildly popular show Sex and The City, the 'it' accessories brand Jimmy Choo became synonymous with cultural zeitgeist. Having redefined sophistication ever since it's genesis in 1996, Jimmy Choo has held on to it's global reputation as one of the finest shoemakers in the world, and has extended it's innovative craftsmanship and time-honoured design sensibilities to statement bags. In an exclusive conversation, Creative Director Sandra Choi takes us through the brand's glorious legacy, decodes her design vocabulary, and talks about the latest Spring/Summer'24 collection.

Harper's Bazaar: How do you view the evolution of fashion and its impact on the legacy of Jimmy Choo?

Sandra Choi: Fashion is so cyclical, trends come and go, and are re-interpreted and presented in different guises. So, it is always important to reference the past in order to move forward. Fashion is influenced by popular culture and vice versa, so the cycle continues.

The brand is constantly evolving, but as I've been with Jimmy Choo since the beginning, there is a consistency in quality, design and style. We're steadfast in adhering to our DNA. As a brand, we stand for an empowered sense of glamour and a confident sense of style. This is something that we stay true to each season. We pride ourselves on having a high level of quality and attention to detail whilst pushing the boundaries of fashion design working with innovative materials.

The product continues to evolve, responding to trends and demand. I relish new challenges, and I am fortunate that Jimmy Choo is such a dynamic brand allowing me to work on product beyond shoes to grow our offering, including accessories, fragrance, eyewear, and jewellery.