Brand in the Spotlight – Jimmy Choo

This season’s playful campaign by Jimmy Choo is stunning in every dimension. Soft femininity meets daring rebel in a union of sparkling colour, striking frame shapes and alluring glamour.

Jimmy Choo has a relatively short history, compared to other luxury fashion houses, but its successes are as plentiful and its influence on the industry as strong. Born in Penang Malaysia, in 1961, Jimmy Choo Yeang Keat was immersed in the fashion world immediately. Choo’s father was a cobbler and he was set to follow in his footsteps, learning the craftsmanship at an astonishingly early age. By age 11, Choo had made his first pair of shoes.

jimmy choo photo
Jimmy Choo. Photo by Lawrence Wang 王治钧

Choo travelled to England in the early 1980’s, taking with him a deep knowledge of the art of shoemaking. He studied at the Cordwainers Technical College in Hackney and graduated with honours, of course. Just three years after his graduation, Choo opened his first shop in Hackney, located in an old hospital building.

The brand quickly took off, soon featuring in top magazines and becoming internationally loved. The Jimmy Choo Company was founded in 1996 and Choo’s niece, Sandra Choi, became Creative Director, a position she holds to this day. The sophistication of the brand comes with an empowering daring spirit and this attracted a large clientele immediately, particularly amongst celebrities. Jimmy Choo was among the first to introduce bags and shoes to Hollywood’s Red Carpet and his designs were walked by many of the rich and famous. In particular, Princess Diana appeared to wear Jimmy Choo footwear at every event. Shoes remain at the heart of the Jimmy Choo empire, but of course they offer other collections of accessories and apparel, equally as playful and stunning.

Nile Sunglasses in Gold Blue by Jimmy Choo.
Nile Sunglasses in Gold Blue by Jimmy Choo.

 

Any piece from the Jimmy Choo eyewear collection will immediately add glamour to your look. Fresh, feminine designs feature in every collection and A/W 2017’s campaign is one of the best. Duality is central, embodying the harmony of opposites, tough but soft, feminine but powerful, rebels and romantics. Discussing the birth of the brand, in a time of London’s cool indie cultural boom, and its influence on the new collection, Sandra Choi said:“This season is a particularly pure expression of Jimmy Choo. We’ve focused on the codes that define us; the confidence, the sexiness, the playfulness and the glamour employed with signature leopard and studs in surprising manifestations. But as well as looking back we look forward by using unexpected modern fabrications that combine lightness with a sensually glossy finish lending some of the pieces a sci-fi sleekness. The fundamental essence of Jimmy Choo lies in its attitude blended with beauty and this season has it in abundance.”

Lash Leather Brow Sunglasses in Bronze Beige by Jimmy Choo.

For the ultimate girly girl who wants to be noticed. These glitter sunglasses are irresistibly sparkling and striking.

Nile Sunglasses in Gold Blue by Jimmy Choo.
Nile Sunglasses in Gold Blue by Jimmy Choo.

Gold and black are contrasted beautifully in this pair of striking cateye frames by Jimmy Choo. The black glitter is typical to the luxurious character of the brand and the piece is finished with the gold metal rim for an extra edge.

Elva Sunglasses in Ivory by Jimmy Choo.
Elva Sunglasses in Ivory by Jimmy Choo.

The Elva sunglasses by Jimmy Choo are quirky and contemporary. The oversized frames are finished with a unique glitter side shield detail and will inject multitudes of glamour into your look.

To explore the full Jimmy Choo collection head to our site now.