Sandra Choi on the future of Jimmy Choo, key trends in 2024, and more

When Carrie Bradshaw (the iconic character played by actor Sarah Jessica Parker) said, “I lost my Choo...,” in the wildly popular show Sex and The City, the ‘it’ accessories brand Jimmy Choo became synonymous with cultural zeitgeist. Having redefined sophistication ever since it’s genesis in 1996, Jimmy Choo has held on to it’s global reputation as one of the finest shoemakers in the world, and has extended it’s innovative craftsmanship and time-honoured design sensibilities to statement bags. In an exclusive conversation, Creative Director Sandra Choi takes us through the brand’s glorious legacy, decodes her design vocabulary, and talks about the latest Spring/Summer’24 collection.

Harper’s Bazaar: How do you view the evolution of fashion and its impact on the legacy of Jimmy Choo?

Sandra Choi: Fashion is so cyclical, trends come and go, and are re-interpreted and presented in different guises. So, it is always important to reference the past in order to move forward. Fashion is influenced by popular culture and vice versa, so the cycle continues.

The brand is constantly evolving, but as I’ve been with Jimmy Choo since the beginning, there is a consistency in quality, design and style. We’re steadfast in adhering to our DNA. As a brand, we stand for an empowered sense of glamour and a confident sense of style. This is something that we stay true to each season. We pride ourselves on having a high level of quality and attention to detail whilst pushing the boundaries of fashion design working with innovative materials.

The product continues to evolve, responding to trends and demand. I relish new challenges, and I am fortunate that Jimmy Choo is such a dynamic brand allowing me to work on product beyond shoes to grow our offering, including accessories, fragrance, eyewear, and jewellery.

HB: If you have to reflect on your journey, what has been one of the most challenging projects and what were your learnings from it?

SC: My background and training were in womenswear which I have always been passionate about, but the addition of menswear has been something I really enjoy. It demands a different approach but with the same level of detail.

HB: Beyond the fashion world, who inspires your creative process?

SC: Artists, inventors and other creative people. I’m inspired by theory as well as want to make things in 3D. Often, I’m influenced by emotions, and I think I’m more so today, especially when several aspects of life are interconnected. I look at being responsible in creating, sharing and bringing newness.

HB: How would you describe Jimmy Choo’s eternal muse in the present times?

SC: Glamour in all forms, especially the most fascinating and intriguing forms. I think they enjoy fashion, getting dressed, style and a mixed dose of confidence and fun. Quite a ‘Brit spirit’!

HB: What was your vision for the Spring/Summer 2024 collection? Tell us about it.

SC: I always want to create accessories that turn heads. That idea is central to Jimmy Choo, to our woman, who always thrives in the spotlight, and wants her style to take centrestage. It also allows me, as a creative, to design pieces that are truly exceptional, that can become a focal point of a look. The collection is tied together by this philosophy, united by the idea that accessories take the lead and become the conversation starters. They allow us to add a touch of fantasy to our everyday.

HB: How and where did you seek inspiration for it?

SC: My inspiration usually starts with a feeling, I have to imagine how I want to feel in the new collection and why, perhaps it is something missing or I want to feel active, more love, or a celebration. Then I look around to see what is present already and build from there. Once the idea is brewing, I will read, see, watch, look back... it can be nostalgic or it can totally be something new. A piece of furniture or a poster can bring me lots of ideas!

HB: What are the key trends from the collection that you expect to see more in 2024?

SC: Low heels, functional, hybrid in refine with innovation, extraordinary, soft shapes in accessories, small sizes, 90s and early 2000s.

HB: How do you balance staying true to the brand’s signature style while also introducing fresh and contemporary elements?

SC: We have created many design codes that reflect our aesthetics to help stay true to the brand signature in our collections. For instance, we love using pearls to create an element of ladylike glamour instead of using sparkles. I particularly love a good balance of form and functionality. Innovation in materials and new proportions always grab my attention. My design team brings ideas from everything they see for consideration—the result is a combination of creative efforts from all different areas.

HB: What are the key design elements that make the collection cohesive? Tell us about the choice of the colour palette.

SC: For the colour palette, I tend to roll the shades from one collection to another as some tones work well in accessories and complement ready-to-wear. Shoes and accessories act to enhance, to lift and add conversation starting points, so at times they have to stand out and finish the look. However, on the other hand, shoes and accessories can blend in, leaving the silhouette to do the work and to make an impression. I imagine the colours for the rest of the outfit then create a tone to balance back with the accessories. This is often just a feeling I get when designing a collection—it’s emotional.

HB: If you have to pick your favourite pieces from the collection, what would they be and how you would you like to style them?

SC: I am always a boots person—I wear them the most as I can run around in them, and they work from day to night. I love the Blake boots in the monochrome patchwork, the Azie block heel sandal, and the new Ixia Drop Heel pumps, as they are such an approachable yet recognisable shape. In bags, the Diamond series is timeless and one of our new brand codes. Personally, I enjoy styling everything with juxtaposition, I like heels with oversize looks, dresses with boots, jewelled with casual.

HB: What’s next for the brand?

SC: It’s an exciting time, and I am very proud of this journey. There is always more to achieve. Projects we choose always provoke and inspire possibilities for the future. I very much believe the opportunities for the brand can be endless.

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