Jimmy Choo, the iconic luxury fashion brand, has created a new collection that addresses the ever changing modern woman and her increasingly fast-paced lifestyle. Renowned for shoe designs, alongside handbags, small leather goods and accessories that simply make every woman’s heart race, the CHOO.08º comes as a new classification to complete the brand’s vision under Creative Director Sandra Choi. With Sandra Choi’s style aesthetic now spearheading the design, PreFall 14 heralds an evolving direction with a collection that speaks to the edgy spirit of the brand.
“I love feminine silhouettes, and Jimmy Choo has become synonymous with the iconic stiletto which we continue to reinterpret with every collection. I know, from my own busy life, and from speaking to other women, that we also crave that same glamour and attitude in shoes that we can run around in all day, which is why I created the CHOO.08º mood.”
– Sandra Choi, Creative Director
Originating from Sandra’s personal style aesthetic, CHOO.08º features a wardrobe of shoes such as Biker boots, brogues, smoking slippers and trainers all with the signature Jimmy Choo personality.
The name CHOO.08º takes its inspiration from the brand’s creative center in London. With the design studio positioned on the longitude of -0.08º, CHOO.08º refers to a new orientation, a shifting dynamic that pivots the alignment from that of the high heel to a new center of gravity, one with a greater sense of movement, freedom, and a new energy. This numerical reference codifies the inspiration in London and reaffirms the city’s dynamism as the heartbeat for this new aesthetic.
CHOO.08º includes some of Jimmy Choo’s beloved styles, including the BIKER boot, DEMI, a slip-on skater shoe in matte black python or antique brushed gold finish, and WHEEL, the signature smoking slipper.
New for Pre-Fall is MARLIN a winklepicker Rocker boot with a contrasting center of snake detail, MACKAY, a chunky heeled T-bar shoe with zipper detailing, and HARLEY, an urban roper boot with a lustrous distressed finish.
In addition to the styles featured as part of CHOO.08º, Pre-fall hits all the Jimmy Choo high notes with styles that reverberate with rock chic. Biker leather struts in peep-toe booties adorned with ankle straps that wind around the ankle or climb up the foot. ANOUK, the archetypal pointy stiletto works hard across the season in a myriad of colorways including a shaded black to tourmaline glitter that is the perfect fusion of badass and ladylike style.
Strappy sandals for the extrovert with places to go include signature styles like LANCE and XENIA, along with new TALI rendered in bold suede colors of jazzberry or streaked with sequins in gold and black.
Handbags play to all sides with slouchy styles ANNA and ANNABEL, perfect carryalls to take the Jimmy Choo woman through her day. North/South tote, RITA comes in a range of sumptuous suede’s and Tabasco tinted leopard that elevate the utilitarian shape to luxurious new dimensions.
Day bags are smartened up with ALBA and AVA, rectilinear shapes emblazoned with concentric squares in contrasting colors and textures, all of which may be worn cross body, over the shoulder or as a clutch. High evening is covered with glittering clutches and minaudières in sumptuous satin, strass and glitter.
Jimmy Choo is located at the The Avenues – Prestige, 1st floor (2220 0567), and 360 Mall (2530 9912). For more information, visit www.jimmychoo.com and follow their latest updates on Instagram through Al Yasra Fashion, @AlYasra.
