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_Jimmy Choo creative director talks design inspirations

The Creative Director of Jimmy Choo, Sandra Choi, talks about the people, places and influences that inspire her every day.
September 18, 2017

Who do you think really has style in terms of fashion, and also interiors? Who were your style heroes when growing up?

Tina Chow – she is my muse for fashion. I also really love Rose Uniacke, with reference to interiors. When I was growing up, I was influenced by Japanese pop stars.

Where do you find inspiration?

I find inspiration in the everyday. I am constantly inspired; that's the nature of being a creative. My life is rich with sources and it changes from season to season. Vintage fashion, architecture, music, photography, art and nature – all of them continue to play a part in triggering my seasonal inspirations. I also store lots of photographs on my phone of things that I see along the way.

What was your first pair of shoes? What was the most recent pair you bought (or made for yourself)?

The first pair that wanted as a child was a pair of white patent Mary Jane buckle shoes when I was eight years old. They had the tiniest hint of a heel, so they made me feel so grown up when put them on – that's when I first encountered the power a pair of shoes has to transform how you feel emotionally, as well as look physically.

Growing up in Hong Kong, I used to look at my aunt's shoe cupboard – it was filled with 70s platforms and it was so different from what I was used to seeing in the 80s. This sparked my initial fascination with shoes. I recently bought a pair of Jimmy Choo ROMY 100mm in black suede – our classic pump.

What is your favourite pair of shoes you have made?

If we're talking about for me personally,  I would say the Pasha sandal – it is a very simple flat summer sandal with two ropes. They are my go to holiday shoes and always make me happy.

Which pair of Jimmy Choo shoes for autumn/winter 17 would you recommend for a man and why?

The Asher shoe is a loafer presented in classic black high-shine leather with signature star studs punctuating the welt. These shoes have formal fashion blended with the novelty references of Jimmy Choo. In more recent years men have had the desire to be more creative and experimental with their dressing. Our collections are designed for the man who understands that the old codes of masculine dress have been cracked by 21st-century reality.

Which pair of Jimmy Choo shoes for autumn/winter 17 would you recommend for a woman and why?

I think that the high-cut pumps are key for autumn/winter 17. For Jimmy Choo, they appear in a myriad of guises; the Lark topped with a double twisted ankle strap punctuated with flattened metal studs and its dressier sister Lux, decorated with a statement ankle cuff in cut crystal. Dynamic silhouettes create fresh perspectives.

What was the tipping point when you realised that Jimmy Choo was evolving into something huge and global?

There are a few; one was when we opened our first store in the US in NYC and the other is when we found out we had sold one million pairs of shoes. It validated everything I had worked on and gave me the drive to keep going. We have been very fortunate to have support from the world of film and celebrity from early on when we pioneered our relationship with the red carpet and that has helped to build the brand's global allure and radiance. The final point was when we expanded into bags in 2003, seven years after we started. That is when I knew the brand was becoming globally known.

How does your personal style come out in the design of your home? And what is your favourite item of art or furniture that you have collected?

The first thing I think of in a home is warmth. That is very important to me. My style is also reflected in having the duality of outside/inside and inside/outside working harmoniously together.

My style at home is eclectic. Vintage is a constant source of inspiration, so I seek out vintage haunts wherever I am around the world. Even if it is just for five minutes, I always try to fit it in the schedule. My husband and I also like to collect different styles of art, not just one particular style.

If I'm allowed to dream, I would welcome a Gerhard Richter with open arms. The tones in the blue/red abstract painting are soothing yet exhilarating.

"My style at home is eclectic. Vintage is a constant source of inspiration."

Do you have a preferred architectural style? Are you a traditionalist or a modernist, or do you like to combine the two?

In everything I do, I like to mix the old with the new. I really like the juxtaposition of the two. This is reflected in my home.

Where in the world would you most like to visit and, if you could live anywhere, where would it be?

I am dreaming about Mongolia – I am fascinated by Mongolia and love the nomadic stories I have in my head about Mongolia. It's all very adventurous and I am waiting to discover it for myself but I love where we live in London,  so wouldn't  change that.  As  long as I have my family, it doesn't matter where we are.

You have lived across continents – which places have you called home and which are your favourites?

Where we live at present is my favourite. In London we live in Battersea, just across from the park. I love that there is a big green space a walking distance from my house. I feel so happy when I cross over Albert Bridge – aka the pretty bridge – at night, its signature pink paint and twinkling lights welcoming me home!

We recently bought a house in the countryside near Bath. We try to escape there as much as possible; it really clears your head to switch off from the buzz of working in London and you get time to think and allow the great outdoors to inspire you. It is like a mini mind detox escaping the city. My early home was Hong Kong. Every time I go there it brings back special memories. Food always gives a great sense of familiarity.

What do you always take with you when travelling?

I take my mini speakers so that I can listen to my style of music when I want, at the volume I want!

What is your favourite book and song, and why?

My all-time favourite book is To Kill a Mockingbird by Harper Lee – I love the character Atticus. You would always be safe with him around. Lauryn Hill's Everything is Everything [from The Miseducation of Lauryn Hill] is my favourite song of all time. It's soulful. There is realness to it.

What is the best piece of advice you have been given in your life and who gave it to you?

My husband – he told me to know what to want.