Translated by Bethszabee Garner

Much more than a simple accessory… That’s what Sandra Choi, the creative director of Jimmy Choo, claims. For over ten years now, she’s been maintaining the legacy of her uncle’s fashion brand and who’s been continually reinventing its iconic heels. Besides, she has expert knowledge of them. Because, unlike other nepo-babies of this industry, the British businesswoman has always been involved in this renown familial business. After successfully completing her studies at Central Saint Martins, Sandra Choi established herself as one of the Malaysian designer’s right-hands and collaborated with him since his first collections.

In 2013, she was given the “keys of the kingdom” with a mission: to cross decades and generations to perpetuate the Jimmy Choo identity. And if there is one thing that we must give to Sandra Choi, its that the results are here. Through her campaigns and new designs, she explored crucial themes like female power and emancipation through fashion. During her tenure, other initiatives have left their mark on the brand forever: new collaborations, the first menswear design, but also a palpable commitment to modernity and sustainability. Moreover, an iron-will governed by a woman in power, who continues to seduce generations of women in search for style and self-confidence.

Tom Kuntz: The Jimmy Choo heel could be described with hundreds of adjectives. As the brand’s creative director, how would you define this heel in a few words?

Sandra Choi: The Jimmy Choo heel is perhaps a symbol of confidence, often accompanied by a touch of glamour and sometimes imbued with fun and adventure.

Tom Kuntz: In the past, Tamara Mellon, the brand’s co-founder, referred to the Jimmy Choo heel (and heels in general) as a metaphor for female emancipation. What do you think?

S.C: I think that a good pair of heels can really take you places, whether it’s by elevating your mood, boosting your confidence or preparing you for a new outing. I believe that when these positive transformations are in place, we can conquer the world.

Tom Kuntz: Since taking over, how have you maintained the identity so dear to women who take charge in Jimmy Choo heels, while also keeping up with current trends?

 S.C: The brand has been nourished by the past thirty years. We've learned, evolved with the times, and maintained our relevance in luxury. We tell stories, by creating characters and settings for our collections, by connecting with popular culture, and participating in the discussion of our time. Fashion is cyclical, trends come and go, are reinterpreted, and present themselves in different forms. It's therefore always important to reference the past to move forward.

Tom Kuntz: In your opinion, which style is best suited to giving women confidence?

 S.C: It all depends on the moment. But I would say that the true allies of confidence are and always will be boots, because I find them easier to wear. It doesn't matter what the height of the heels is or whether you're already familiar with the style or not.

Tom Kuntz: What is your favorite pair of heels? The one that makes you feel confident, comfortable, and drives you throughout the day?

 S.C: Right now, my favorite is one that is found in the "Drop Heel" series. I love them all, but perhaps the Ixia pump is the best new addition to our timeless heels. This series was designed with added comfort in mind, inspired by the ease offered by sneakers and casual wear. I wanted this new addition to maintain the spirit of bounciness and comfort while still being beautiful to wear and admire! It's not exactly like a pair of sneakers, but it's an evolution to bring more ease and comfort to a pair of heels!

Tom Kuntz: Exactly, comfort is nowadays a key criterion when choosing heels for a woman. How do you combine comfort and aesthetics to make them feel both comfortable and confident?

 S.C: I've always enjoyed being involved in the collections and paying attention to the construction (shapes, heels, soles) to improve and perfect them. When we're working on the fit and the form of the models, I like to try new creations on several people, including myself, to ensure the design is respected and that the cut makes sense. Everyone has a different shape, silhouette, and sensibility, so I rely on a range of tests to design something that best fits the majority.

Tom Kuntz: The concepts of femininity and power are constantly evolving. How important are they, and how do you incorporate them into your collections and management?

 S.C: Providing opportunities to those who deserve them is what matters most. We all have a role to play in fostering a better future and achieving our best selves. The Jimmy Choo teams are a diverse mix of personalities. Our culture has always been built on a family vision, and that's something I'm very proud of. In our work, we always celebrate a strong sense of positive glamour, with a playful and authentic side, all the while moving with the times.

Tom Kuntz: Out of all your designs, aside from heels, which one best embodies this idea of ​​female confidence and empowerment?

 S.C: I would say everything! I think Jimmy Choo himself represents the idea of ​​standing proudly, with radiance! I've always imagined that every design should shine in some way. Not literally, but it should make the wearer feel like they're shining and catching the light. When I hear our name mentioned, it's always with enthusiasm, in an inspiring tone. Wearing the brand gives that red carpet feeling, attracts the eyes, and channels a conquering spirit.

Tom Kuntz: Do you think being a woman is an asset when designing pieces for women? Does it allow you to better understand their needs and feelings when they wear Jimmy Choo?

 S.C: I think so in my case. I learned to design and craft Jimmy Choo shoes to perfectly fit every woman in the world. I strongly believe in attention to detail. We collaborate extensively with the teams and craftsmen. It's only by striving to improve ourselves and make the best decisions that we can evolve and progress.