QUEEN
of HEELS
When Sandra Choi started working at Jimmy
Choo, she was just 17 years old, a girl with
a passion for fashion, an artistic eye and a
willingness to work. Over time she cultivated her
skills as a designer and became an integral part
of the brand's DNA. Now, as Creative Director
of the brand, she not only creates iconic shoes,
but also places Jimmy Choo at the core ofa
the pop-cool turf. "Every day I go to work and
there's always something that needs to be done,"
she confesses to Alexander Fury, fashion critic,
author and journalist, on stage at the Athens
Concert Hall.
For her, each collection increases Jimmy Choo's
brand recognition. Because Jimmy Choo has not
only survived in the competitive luxury market
but has seen great success in steadily attracting
a growing audience. The brand has developed
a resilience that comes from a combination of
tradition and innovation. Heritage is not enough,
she believes, and has to be renewed with fresh
ideas. "It's like being part of a family. We all have
a core set of values that we return to." One
of these values for Jimmy Choo is combining
glamour with functionality. "It's a big challenge
to make glamour accessible," she says. Glamour
that, under Sandra's leadership, is not limited to
looks but extends to a sense of empowerment
felt by those who wear her creations.
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