Watch: Jimmy Choo Gets A Makeover — A New Creative Director

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Apr 26, 2013 5:00 AM
Emily London

Jimmy Choo is casting off its ultra-glamorous outlook and taking a whole new direction, according to Sandra Choi, the brand’s new creative director. The designer and niece of the man himself, explains her vision for the brand: "It's time to give this place a shake. Jimmy Choo is that sexy, strappy, stiletto thing — but it can be something else, too. [The new Choo woman] doesn't need to get her hair done, and she has a sense of attitude which is, 'You know what? This is me.'"

Choi has worked at the label since 1989, and while she no longer speaks to her uncle (they fell out when she stayed on at the company after he sold his stake in the business), we look forward to seeing how her vision for the company becomes a reality. Watch this video to discover a little more about Choi's creative vision. (Vogue)

Photo: Via Vogue

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