Jimmy Choo is a 21st century luxury accessories brand, with shoes at its heart, offering an empowered sense of glamour and a playfully daring spirit. The brand traces its roots to a bespoke shoemaker named Jimmy Choo, based in the East End of London in the early 1990s, who catered to the global jet set, including Princess Diana. The Jimmy Choo company was founded in 1996, with Mr Choo’s niece, Sandra Choi, who had been heading up design in the East End atelier, coming on board as Creative Director, a position she holds to this day. Mr Choo departed the company in 2001.
The sexy cut, fashionable design, and exceptional Italian craftsmanship struck a chord with a sophisticated clientele, and the first collection enjoyed immediate success. With a goal of creating a global luxury business, Jimmy Choo attracted outside investment and the company embarked on a significant expansion across product categories, channels and geographies.
A pioneer in the art of celebrity dressing, Jimmy Choo was among the first to bring shoes and handbags to Hollywood where the red carpet proved to be the ideal runway for the brand. Today, Jimmy Choo can be seen on style icons from celebrities to royalty, musicians to heads of state.
The brand’s reputation as a celebrity favourite helped to fuel its rapid expansion. Its iconography was further defined by the bold and dramatic advertising portraying glamorous but strong women in towering heels and luxurious handbags, captured by photographers such as Mario Testino, Inez and Vinoodh, Peter Lindbergh and Steven Meisel and Terry Richardson.