Jimmy Choo’s brand new avatar
With the launch of a new logo, luxury shoe brand Jimmy Choo is all set to straddle modern icons and future classics, with special pieces designed for longevity that will add to its heritage stable. But Sandra Choi, Creative Director at the brand insists that instead of new departures, the new JC monogram is a constant reminder of the brand’s ethos and values. Here, she tells Spice why the new monogram is integral to the brand’s old values.
What is the idea behind the introduction of Jimmy Choo’s new monogram; what does it entail and why now?
The new monogram allows us to have an abbreviated visual and literal shorthand for Jimmy Choo. The JC logo is like a hallmark that not only decorates but communicates a sense of authority when it comes to some of our signature designs, emphasising as a visual seal of approval. A designed emblem that can decorate products in a myriad iterations. We have been working on this for a long time; it’s one of the biggest design challenges any brand can negotiate. So we had to make sure that it would be able to work in different contexts and be scalable, whilst ensuring its timelessness.
Do you think a change in the iconic logo runs the risk of diluting the brand equity?
We are committed to growing the brand while staying true to our DNA. 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. Autumn/Winter heralds a new chapter for Jimmy Choo. It represents the evolution of fashion and modern luxury. Jimmy Choo has become a full luxury lifestyle brand that not only talks but listens to what our customer wants from us.
Who is the new Jimmy Choo woman?
The Jimmy Choo woman has an innate confidence that has its own allure. Our woman has evolved, she isn’t just about style; she wears an attitude born out of confidence. The Autumn/Winter collection outlines a new idea of a contemporary heroine, a woman of ambition, drive and passion—an ethos inherently tied to Jimmy Choo. A heroine for today is built of contrasts: She is powerful yet delicate, pragmatic yet glamourous. This dichotomy is echoed in the collections where the sexiness intrinsic to Jimmy Choo is balanced with a sense of utility. It’s a modern mix where playfulness and practicality walk hand in step.
Three must-haves from the current collection
Ever-present, the new JC Monogram is celebrated and graphically debossed onto the toe of the LOVE court shoes—a simple court is a must have for any wardrobe. The MAXIMA boot, that leads with a diminutive 35mm heel; it’s the season’s micro-heel. It represents another combination of beauty and pragmatism, with a nod to styles from the late ‘90s. The VARENNE bag—a thoroughbred; a modern woman’s trusty steed to carry her through the dynamic life she leads.
HAUTESTEPPER Suede patent shoes in black and white with the new JC monogram on the toes
FIVE MUST-HAVE SHOES FOR EVERY WOMAN... Pointy toe pump Booties Strappy sandals A pair of statement shoes Flattering flats
WHAT’S NEW Varenne bag in suede (left); Galaxy flat in coarse glitter fabric in electric blue (bottom left); Impala collection (men) in glitter fabric patchwork in soft leather