Jimmy choo's design team is led by Sandra Choi, who has been designing for the Group since its inception and was named sole Creative Director in 2013. Sandra heads up Jimmy Choo’s experienced design team and oversees the development of every product which bears the Jimmy Choo name, from our shoes and bags to licensed products such as eyewear and fragrances.
Born in the UK on the Isle of Wight, and educated in Hong Kong, Choi relocated to London as a teenager to finish her secondary school education. During this time, Choi went to work with her uncle, Jimmy Choo, who was then a couture shoemaker based in the East End of London catering to the global jet set, including Princess Diana. Passionate about turning her apprenticeship into a career as a designer, Choi attended the prestigious Central St Martins School where she studied for a degree in Fashion Design whilst continuing work as Choo’s protégé. At his side, Choi perfecting the art of creating couture shoes: designing, cutting patterns, stitching, fitting and constructing lasts. Enchanted by the business, Choi eventually abandoned her studies so that she could devote herself full-time to design and the management of the atelier.
Sandra was awarded the Best Shoe collection award at this year's Prix d'Excellence de la Mode Marie Claire during Paris Fashion Week.
The design process
All of Jimmy Choo’s products reflect the unique DNA of the brand, with Sandra’s vision shaping how that DNA is expressed in each collection to drive the brand forward and to ensure our product offering resonates with our clients.
Sandra takes her design team on inspiration trips around the world and incorporates these new ideas on textures, structures, themes and colour palettes into the designs season by season. Each collection is built around a central concept/theme, which is then developed until the team is able to sketch the preliminary designs.
These designs are drawn in detail, together with precise measurements and then a series of prototype samples are reviewed and adjusted by Sandra and the team. This rigour ensures that in each collection which comes to market, there is the right balance of iconic and innovative products across the collections, meeting global and regional needs. The designers travel to the factories to ensure that the cut and finish is executed according to Jimmy Choo standards by the sample makers.
This process of working hand in hand with the production teams ensures that form and function meet perfectly, and every pair of Jimmy Choo shoes is both beautiful and impeccably designed.