Jimmy Choo celebrates 15th with capsule collection, new foundation
Jimmy Choo is gearing up for its 15th anniversary with big celebratory plans. The luxury brand plans to issue a capsule collection, establish a charitable foundation focused on women’s issues, and publish a pictorial coffee-table book detailing the brand’s history, reported WWD.
Titled “Icons,” the collection will rerelease 15 styles from Choo’s archives. Some of the looks will be launched in their original form, whereas others have been updated for the celebration.
Featured shoes include Feather, worn by Sarah Jessica Parker during an episode of “Sex and the City,” Macy, often seen on the red carpet on celebs such as Natalie Portman, and Fleur, the stiletto pump sported by the label’s founder, Tamara Mellon, when she was honored by Queen Elizabeth II with the Order of the British Empire.
Set for a fall release, the footwear, ranging in price from $850 to $3,785, will be available exclusively at Jimmy Choo stores.
“These are shoes that have a personal story for me, or resonate with the customer,” Mellon, also Choo’s chief creative officer, said to WWD.
Customers can walk away happy knowing that 10 percent of the collection’s net sales will be directed toward the newly created Jimmy Choo Foundation, a philanthropic organization that will raise funds for women’s charities.
“I want to tackle tough issues such as sexism, unequal pay, domestic violence and the sex slave trade,” Mellon said.
Last, but not least, Choo will release in November “Jimmy Choo XV,” a book of photography that tells the story of the company by detailing the 15 shoe styles. Featuring an introduction by Mellon and a foreword by Colin McDowell, the book also will raise money for the foundation, with 100 percent of sales directed toward women’s projects.
The book will additionally be available in bookstores around the globe come February.
Mellon also touched on Labelux Group’s recent acquisition of Jimmy Choo for $889.4 million.
“I feel like Jimmy Choo has found the right home now. Labelux has a completely different vision to private equity — brand building versus financial engineering,” she said. “It takes at least 30 years for a luxury brand to mature, and you need a lot of nurturing and investment in that time. And we’re still only 15.”