— fashion
Sandra Choi, Jimmy Choo’s creative director, on the brand’s first monogram
Two letters. Sometimes that’s all it takes for a brand to assert its identity. Isn’t it interesting how the letters LV, GG, CC and FF all instantly create an impression of luxury? There’s something simplistic yet definitive about a monogram and, after 23 years, Jimmy Choo has earned a place in history worthy of its own mark. But how do you construct something so iconic that generates instant recognition in three letters or less? KIERAN HO speaks with Jimmy Choo’s creative director, SANDRA CHOI, the woman behind the new, polished JC
What does brand identity mean to you?
Staying true to our DNA. It acts as the emotional design architecture for everything we do – from the product to the store design, and to our marketing. Shoes will always be at the heart of Jimmy Choo, but we have evolved the brand to encompass a full world of accessories. This is something we are committed to maintaining, with the option to layer in additional categories over the years ahead, when it feels authentic to the brand philosophy.
What made you decide to introduce the JC monogram? Why now?
I want whatever we do to have a resonance and a timelessness. After designing the collections for more than 20 years, it was apparent we needed an emblem to give an authoritative visual ownership to our signature designs. The JC logo is quite literally our monogram – our brand initials in abbreviated form, consciously designed to be representative of the multifaceted identity of the brand and of the Jimmy Choo customer. It allows us to have an abbreviated visual and shorthand for Jimmy Choo – a virtual brand anchor. The JC monogram logo is like a hallmark that not only decorates, but communicates a sense of authority when it comes to some of our signature designs, acting as a visual seal of approval. It’s a designed emblem that can decorate product in a myriad of iterations.
Is there a backstory to this new collection?
The AW19 collection is inspired by the notion of royalty – rock royalty, cultural dynasties and aristocracy. Our Jimmy Choo heroine transcends boundaries, her closet of shoes and accessories mixing different styles, influences and identities in the same way she fuses these ideas across her wardrobe.
Do you inject your identity into the designs?
On the one hand, like many women, I’m a working mother who’s struggling to fi nd that daily balance while juggling a demanding work schedule. And on the other hand, I want to have fun, I want to dress up, and I want to be the life and soul of the party. I can identify with women and what their needs are, as they are the same as mine. It’s essential that I represent and consider the modern woman when I design.
How do you balance a modern creative vision with the brand’s historic identity?
The essence of who we are has remained the same over the past 23 years, creating beautifully crafted shoes made in Italy that have fashion edge, combined with timeless elegance with touches of novelty. Over the years, we have diversified our collections to include bags, sunglasses and fragrances, as well as launching our successful men’s line.
Would you (and do you) personally wear all of the designs you produce?
Absolutely! I can visualise all of the occasions I would wear the different styles to already – and the looks that I would pair them with.