Jimmy Choo 20 years

 

THIS YEAR JIMMY CHOO CELEBRATES A LARGE ANNIVERSARY - 20 YEARS FROM THE BASE. FOR THIS CASE, WE MET WITH THE CREATIVE BRAND DIRECTOR SANDRA CHOW, TO TALK ABOUT EMOTIONAL RELATIONSHIP BETWEEN FOOTWEAR AND CONFIDENCE IN MYSELF.

Sandra, you studied with your uncle Jimmy Chu from a young age, and now continue his work on the most fashionable shoes in the world. What is the main advice he gave you?

Sandra Chow: I respect his talent as a designer immensely - he was an expert in his field. When it came to shoe shape and decoration, he paid great attention to detail. And from the very beginning he inspired me that it is important. He taught me the basic principles of making shoes with his own hands. I will always be grateful to Jimmy for the experience that I have received. It was an amazing time.

Tell us how Jimmy Choo became such a popular shoe brand in Sex and the City. Who influenced the opinion of the producers?

Sandra Chow: Shoes were chosen by Patricia Field (American costume designer, winner of two Emmy awards and an Oscar nominee - Note. Ed.). Of course, I will not deny - this was one of the defining moments, thanks to which our brand gained worldwide fame. This strengthened the emotional connection of women with their shoes, showed the strength that it should transform at the level of physiology and feelings, the confidence that shoes can give. In combination with our success on the red carpet, this circumstance played a key role in the formation of the brand.

What is the secret to Jimmy Choo's success today? Is it hard to always be on top?

Sandra Chow: Our brand was one of the first designer brands, and over time, we began to create not only women's and men's shoes, but also bags, accessories and perfumes. Nevertheless, shoes will forever remain our core, heart and soul. Jimmy Choo is a holiday brand, because it is always nice to wear something beautiful, exclusive and interesting! Our head office is located in London, but this does not define us in any way, and we can satisfy the needs of customers around the world. We were certainly lucky that from the very beginning we received support from the film industry and stars. This has brought fame and success to our brand.

Describe your normal working day to us.

Sandra Chow: I can’t say that I have regular working days - I still find inspiration in work, for 20 years now! I have two little daughters, so my day begins with making breakfast and gathering my oldest daughter to school. Then by 9 am I am going to the office, and my whole day is spent in negotiations on the development of collections. He is full of work in a design studio along with my team or meetings with stylists and editors. In the evening I go to some event or hurry home to have time to wish my daughters good night. I travel a lot, which broadens my horizons. But I also like to get acquainted with the style in other countries and watch how Jimmy Choo walks around the world.

Where do you buy shoes for yourself?

Sandra Chow: Jimmy Choo, of course!

And what is most important for you - beauty or comfort?

Sandra Chow: Both! In the office I wear ballet shoes - at work practicality and comfort are important to me. And at events I like to appear in exquisite shoes and put on high heel shoes. I'm short, so I always need to add a little growth.

Do you know the secret of how to make high-heeled shoes comfortable?

Sandra Chow: Shoe height is affected by heel height, material and sole thickness. Nevertheless, you need to know your abilities and feel in which shoes you are most comfortable with. All women are different, for example, for me the ideal heel height is 110 mm. You also need to consider what you will do. If you know that you’ll spend the whole evening on your feet and dance until dawn, you can choose shoes on a low platform that will serve as a shock absorber.

And which shoes are more profitable to produce - a classic or something extravagant?

Sandra Chow: Every season, Jimmy Choo collections generate bestsellers, and I’m interested to see what style will capture the imagination of our customers in the new season. At the same time, Anouk boats and a family of pointed-toe stiletto heels of various heights are always in demand regardless of fashion trends. You joined the company when you were twenty years old. Almost all my life is in the Jimmy Choo team.

Have you ever thought about another profession?

Sandra Chow: I always wanted to work in the industry of design and creativity, so I entered the Central College of Art and Design named after St. Martin. When I attended the Fundamentals of Art course, my teacher told me that I had a talent for product design. Then I began to seriously engage in fashion and surrendered to it with all my heart. At the same time, I spent more and more time in the studio, as the shoe business began to fascinate me. By happy coincidence, I found myself on the path where both my passions combined - product design and fashion.

Tell us about the most significant moments of your career for all these years.

Sandra Chow: So much has happened over 20 years that it’s hard to single out any points. I went an amazing way. I remember the first time we went to Los Angeles for an Oscar. We were one of the first invited brands, I met with stylists and stars. We did not expect the reaction to be so positive. I just could not believe my eyes when I saw the name Jimmy Choo in the opening title of the Academy Awards 2015, it was incredible! Now we continue to annually design exclusive collections for them. During my career I was also lucky to meet many amazing people. The most memorable moments for me are meeting with Michelle Obama at the White House dinner in 2014 and the presentation of Jimmy Choo at the V & A's Pleasure and Pain shoe exhibition in 2015. Honestly, I’m always surrounded by incredible excitement when I see people in the shoes of Jimmy Choo on the street.

How do you see the future of the brand?

Sandra Chow: Jimmy Choo can be compared to a gem with many facets. On the one hand, we constantly bring something new to seasonal collections, and on the other, we support the classic of the glamor of the red carpet with first-class quality and shoe design. For twenty years, we have been able to form the basic set of values ​​that a brand should possess. Today, I still believe that it is necessary to maintain integrity, expand boundaries and implement a more rigorous creative code.

Interviewed by Irina Malkova


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Watch the video: 20 Years of Iconic Jimmy Choo Red Carpet Moments. Jimmy Choo (March 2024).