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No more stilettos for Jimmy Choo

The beloved shoe brand is moving into edgier territory: Flats.

By Emma Chong Johnston | Published: 9 Jun 2014

New Choos
Photo: Jimmy Choo

It's a new chapter in the often-tumultous, always-interesting Jimmy Choo history. Under the reign of new creative director Sandra Choi (Jimmy Choo's niece, who's been with the brand since the beginning), Choos will become less stiletto, more street.

This departure from the matchy-matchy, uber-glam aesthetic of the past has been heralded by new collection Choo.08. There are brogues, combat boots, sneakers and skater-style slip ons – the heels are lower, the materials textured, and the hardware chunky.

“It’s a new chapter," Sandra said in an interview. "But I don’t want to change the whole thing. It’s more about modernising it. I want the brand to have all the ingredients to carry on."

Jimmy Choo will also be offering a customising service, where customers can make their own shoes to order, choosing between different styles, colours, fabrics and heel heights. It's a brave new world; welcome to the future, Jimmy Choo.


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