2014 already has, and will continue to be a landmark year for British accessory brand Jimmy Choo. Spearheading the house's new direction, after Tamara Mellon's 2011 departure, creative director Sandra Choi has already unveiled the first of the luxury brand's new David Collins Studio-designed store concepts in Los Angeles, launched an edgier urban accessories offering named CHOO.08, and is poised to roll-out a global customisation service this month.
'I wanted our new space to be a luxurious environment that would combine the refined detail of a haute couture salon with the intimacy of a fantasy closet,' explained Choi, who's worked within the business since its inception as the niece of the namesake founder. 'David Collins Studio has the ability to create incredible spaces that are glamorous, sophisticated and yet extremely comfortable, and I knew that they would be able to translate my vision to our new retail design.'
The new made-to-measure proposition completes this vision. 'Bringing this service directly to our customers in our stores allows us to faithfully preserve our heritage of personalisation,' Choi added, refering to the made-to-order tradition of her uncle's first East London atelier.
To accommodate the service, the brand's key flagships (including London when it opens this September), will feature their own made-to-order salons, while the rest of Jimmy Choo's retail network will receive either the house's leather-bound sample trunk or marble swatch cubes.
Each purpose built design contains some 62 fabric and colour variations, ranging from python to crocodile, kid leather to satin, along with samples of the four styles available for customisation: Anouk, Lance, Xenia and Tite.
And from here, there's no indication of slowing down. Before the end of the month a Vienna flagship will also join the David Collins Studio collection, while a menswear show is planned for June during the London Collections: Men, further cementing the house's ties to the capital.