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The era of Sex and the City is over, and with it must go Carrie Bradshaw's preferred footwear, the Jimmy Choo stiletto. The company, a one time purveyor of "the-higher-the-better" philosophy re: heels, has recognized the need to adapt and is launching a nationwide makeover. Sandra Choi, Choo's longtime creative director, tells the Detroit Free Press, "It's a new chapter. But I don't want to change the whole thing. It's more about modernizing it. I want the brand to have all the ingredients to carry on. That's beyond me. That's beyond any single person."
The new concept has already taken hold of the store at Rodeo Drive, and will eventually affect all stores. Developed by David Collins Studio, the makeover includes a palette of soft hues and textures that are intended to impart the "intimacy of a fantasy closet." That doesn't sound like too much of a jarring shift, but the real change will be in the merch itself. Choi notes that Choo is "moving away from the stiletto and into brogues, combat boots and skater shoes." They're calling the collection Choo.08 and an entry level flat is $595. Welcome to the era of the low-heel, Choo. Please note the final word in fashion today has a cork sole.
The luxury company also join the likes of Christian Louboutin and Ferragamo by offering a customizable shoe. The made-to-order program begins at $750, and offers up various silhouettes, fabrications, colors and heel heights for manipulation. And personal monograms are a go. Of course.
· New Store Design, Young Collection Herald Shift at Jimmy Choo Shoes [Detroit Free Press]
· Three Inches And Under: 35 Pairs of Low and Mid Heel Sandals [Racked]