"I lost my Choo!", this iconic play on words uttered by a limping Carrie Bradshaw in Sex and the City shows the impact that the brand Jimmy Choo already had on the international fashion scene in the 2000s. Founded in London in the early 1990s by Jimmy Choo, a renowned shoemaker among those in British high society (Princess Diana was already one of his clients), the eponymous shoe brand was instantly a glamour icon. His secret? High heels praised for their comfort, made from the best materials and studded with the shiniest strass. In 1996, the brand opened its first store on Motcomb Street in London, welcoming Sandra Choi, Choo's niece, as its creative director. Born in the Isle of Wight and raised in Hong Kong, she studied at Central Saint Martins before working at the prestigious shoe designer. Under her direction, the label continued to gain success, even becoming the first shoe brand to be talked about on the red carpet: in March 1998, Kate Winslet, Oscar-nominated for her role in Titanic, revealed that she was wearing Jimmy Choos — the first of many more mentions. Ten years later, the label was recognised for its footwear at the British Fashion Awards and named Designer Brand of the Year. They were also chosen as Brand of the Year by Footwear News. Jimmy Choo reinvents itself once again for Spring-Summer 2020 with day shoes (such as the Love pumps) as well as evening shoes (Dochas sandals). With the Rav mules, Erin slingbacks, Diamond sneakers and many more, plenty of choices for every style. > View more
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