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2013 April 9

Jimmy Choo Creative Director Sandra Choi On Their Party-Ready Pre-Fall Line

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Sandra Choi, Creative Director of Jimmy Choo Sandra Choi, Creative Director of Jimmy Choo
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(NEW YORK) You know spring has arrived when you receive a slew of invitations to galas and parties and your inbox gets inundated with all of the pre-coverage for impending music festivals. And then, the inevitable fashion conundrum dawns on you: What to wear? Jimmy Choo has the answer for every occasion with their new event-ready Pre-Fall 2013 line, aptly called "The Season". The line, which launched in stores and online today, ranges from the perfect pair of pointy evening pumps for the upcoming Met Ball to shimmery rock 'n' roll boots for the Coachella crowd. Click through the gallery to see the range, plus the ad campaign shot by Angelo Pennetta, features models Valerija Kelava and Wooter Peelen. We caught up with Creative Director, Sandra Choi to find out how she became inspired to tailor the collection to girls about town. As for Choi? Find out why she'll be keeping her own party profile low this year.
BY PAIGE REDDINGER

Fun collection theme! How did you decide to theme a collection around events, galas, and concerts?
It came about naturally; we have an established presence on the red carpet and as our collections have developed we have created a portfolio of styles that cater to all event occasions. The pre-Fall Season collection presents a collection that will transport you seamlessly through the glamorous whirl of Summer’s social events from the Cannes Film Festival to The Met Ball to the Serpentine Summer Party to Coachella and Glastonbury.

Have you ever hit up those festivals?
I've been to Glastonbury and I love it, however it comes, rain or shine.

There are so many music festivals. Why do you think those two have become the fashionable ones?
Glastonbury has a unique atmosphere and has been very clever to not become overly commercial, they have real integrity over the acts they have performing and have created a strong brand and personality. It has managed to retain the original festival ambiance whilst growing to a huge scale. Coachella has the advantages of great weather and its proximity to L.A. to guarantee a glamorous and cool crowd. Both festivals have a diverse line up and therefore draw a diverse and exciting range of festival goers.

What kind of music or bands inspire you?
I love soul and jazz, but I also love disco and like to keep up with current indie artists.

How many music festivals, balls/galas, and events do you attend on average each year?
Not as many as I'd like! Work and my increasing family at home have slightly put a hold on festivals, but I can’t wait till my children are at an age where we can all go together. I go to a couple of red carpet/gala events a year, usually connected with work.

What's on your calendar this season?
Ironically, this year I'll be attending nothing, as I'm currently seven months pregnant!

Which shoes are you most excited to make a part of your personal wardrobe?
All of them. There is always a reason for every pair of shoes; you can never have too many.

Jimmy Choo is always worn by celebs, socialites and the ilk. How about regular folk?
I get a thrill, even today, when I spot a Jimmy Choo product on the street. It may seem silly, but I get excited when I see our shoes or bags incorporated into an individual street style.

We spy some kitten heels in the collection. Are they making a comeback?
The kitten heel has been resurrected and is having a real fashion moment. The style looks great paired with the skinny jeans and cigarette pants so prevalent at the moment.

But we love a big heel! What's the longest you've been able to stand in a pair of heels in the four-inch (or taller!) range?
12 hours! It was my wedding day. They were five-inch heels with a one centimeter platform.

How has your role changed now that you're the sole creative director? Anything new on your plate?
I've been at Jimmy Choo my entire working life, so it doesn’t feel like a new role in the traditional sense. But it's really exciting to be mapping out the next chapter of the Jimmy Choo story. The time feels so right for me. I've been here since the very beginning and that experience allows me to have more confidence in my decisions. Jimmy Choo is my working life, I’ve lived and breathed it my whole career, my creative decisions are instinctive.




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