Sandra Choi talks Jimmy Choo plans

22nd Feb 13 | Fashion

Sandra Choi

Sandra Choi wants to prove Jimmy Choo offers more than just "slinky party numbers".

Sandra Choi hopes to show "another side" to Jimmy Choo.

The creative director of the luxury footwear brand has made the gorgeous heels the company produces iconic and a favourite among celebrities.

However, the designer is keen to prove there is more to the label than elegant evening shoes.

"Jimmy Choo is not just about a high-heeled, slinky party number; there is another side," she assured WWD.

"We do biker boots and smoking slippers - for men and women - really well. There's room for [Choo] 24:7, the fashion collections and the edgier, tougher styles."

The Choo 24:7 collection is the brand's answer to wardrobe staples that fit any situation.

By aiming to reach a wide audience, Sandra hopes to build up the company.

"[I want to make Jimmy Choo] more relevant, more current, more today," she explained.

"Put it back into the limelight. I want this brand to have power and strength."

Sandra was recently joined by Pierre Denis, Jimmy Choo's newly-appointed chief executive officer.

He is confident Sandra knows what the label needs to develop.

"Sandra has been breathing Jimmy Choo since the beginning, and she fully understands the DNA of the company. She has been the creative force driving Jimmy Choo for a very long time," he said.

Sandra will show her Fall/Winter 13 collection during Milan Fashion Week tomorrow.

The designer says she was inspired by images of powerful women for her newest pieces, with boots and military references featuring.

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