3 Questions for Sandra Choi

Jimmy Choo’s Sandra Choi is gearing up for the year ahead as the label’s sole creative director.

Choi, who has been with the brand since 1996, showcased her first full collection on her own last month in Milan. Now the brand is getting ready to move its men’s store in London this spring. And a new handbag line is in the works for 2014.

The label also has been ramping up its presence on the red carpet, with Anne Hathaway and Sally Field donning the brand’s footwear this awards season.

Here, Choi sounds off on celebrity attention and Jimmy Choo’s new direction.

1. When did the Jimmy Choo label first appear on the red carpet?
Cate Blanchett first wore Jimmy Choo at the Oscars in 1999. It has been an amazing achievement to grow the momentum year after year. The red carpet has always been part of the Jimmy Choo DNA, and we continue to forge strong relationships with celebrities and stylists on and off the red carpet.

2. How important is celebrity placement for your brand?
It is as important to us as fashion editorial. The combination of the two allows us to talk to different audiences. Celebrities have the ability to generate global recognition for the designers they wear overnight. Their style has always been celebrated and aspired to, and they have the confidence to showcase our product to its best effect. It’s a great privilege to be chosen independently by celebrities to express their own individual red-carpet style.

3. What major moves you are planning this year?
We presented our fall ’13 collection in Milan last week with a focus on reinterpreting the Jimmy Choo themes of feminine power, luxury and sexiness, but with a refined treatment and renewed focus on shape, cut, silhouette and line. And we are opening a new men’s flagship in London in the spring.

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