Jimmy Choo's Sensual Craft

Only a few fashion brands can consolidate their status as a global phenomenon in a relatively short period of time. But barely 25 years after its founding, Jimmy Choo shoes have become synonymous with bold glamour and fashion-forward design thanks to their sexy approach to Italian craftsmanship.

Enjoying one of the fastest rises in the history of contemporary fashion, the house traces its roots to Jimmy Choo himself as a couture shoemaker based in the East End of London. Born in Malaysia, Choo learned the craft from his father and, having attended the London College of Fashion, in 1966 he co-founded the eponymous brand with Tamara Mellon, at the time the accessories editor of British Vogue magazine.

Sandra Choi, Choo’s niece, also joined the venture. Over time, they expanded to a complete luxury accessories house offering not only shoes but also handbags, small leather goods and other essential designs. The company went on to partner with celebrities and stylists, making the red carpet an ideal runway, as actresses such as Sandra Bullock, Cate Blanchett or Natalie Portman wore Jimmy Choo.

Holding the creative direction of the brand since 2013 Choi aims to broaden Jimmy Choo’s language. They have already proven to play a significant role supporting the ideal of sexy and glamorous beauty. “Now I want to satisfy today's women as well", commented the designer in a recent interview. We are all for it.