Under the creative direction of Sandra Choi, Jimmy Choo has taken an unexpected direction in its unique collaboration with Virgil Abloh’s cult fashion label, Off-White, together introducing a fresh aesthetic to luxury footwear. Jimmy Choo’s joining forces with a brand such as Off-White is one of strategic creative intelligence.
Princess Diana serves as the modern muse for the Jimmy Choo x Off-White Spring 2018 collection, being one of the first Jimmy Choo devotees. The nine shoe silhouettes of the collection compliment the ready-to wear looks that honor the iconic Princess’s style, permeated with Abloh’s tasteful aesthetic. Her trendy take on nineties style resulted in genius runway propositions, comprising of conceptual plastics to tulles and explosive hothouse florals, all grounded in reality.
Abloh remarks “Creative dreams were fulfilled when able to combine the young exuberance of Off-White and the storied elegance of Jimmy Choo.”
The collection of shoes is elegant and bold while drawing an underlying sense of inspiration from the royal style of modern princesses. The shoe styles maintain a high level of collect-ability, while ensuring a strong level of comfortable wear. The collection style is extremely bold, incorporating loud floral prints, statement bows, and elegant jewels—all fit for royalty.
“To collaborate with a brand like Off-White allows Jimmy Choo to explore a new avenue and take part in a different conversation,” says Choi. “I love to mix it up by getting together with a different creative mind identifying our synergies and combining our DNA to create a beautiful and surprising collection with unexpected links to our brand.”
Jimmy Choo’s collaboration with Off-White was extremely brilliant in terms of brand growth. Although the designer label is highly regarded in the industry, it is extremely essential that it continues to take fresh creative approaches in designing new lines, something Choi clearly saw to be necessary.