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

Pho­tos cour­tesy CHRIS FLOYD

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

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