A new breed of glamour, a different eye on contemporary nostalgia. For Pre-Fall 2019, Jimmy Choo reimagines its own history and heritage, reinterpreting its archive and greatest hits through the eyes of youth today who were born in the ‘90s.
“Nineties references feel very relevant right now which is particularly poignant to me as it is whenJimmy Choo began. It’s at the soul of the brand. I wanted to re-examine that pivotal moment in culture and style looking at it from a new viewpoint. It’s not about nostalgia: it’s about reinventingthe past, and making it feel totally relevant for today by introducing a new attitude.” Sandra Choi, Creative Director
A conversation between the present and the past inspires the idea of contrasts and duality, then and now, high and low, utilitarian ideas with touches of pure glamour. Those ideas underscored the nineties, and inspire fresh styles, and different approaches, a reset of proportions, a new slant on materials.
Inspired directly by the nineties, the colour palette is saturated, pop-bright featuring electric blue, neon yellow, brilliant lipstick pinks, contrasting with accents of summertime neutrals and tuxedo monochrome. Millennial metallics offset, refracted through glistening crystal for a touch of true glamour. Also drawn from the decade is the importance of the strappy sandal, an opportunity to bare the skin, but also offer support. Criss-cross the foot, revealing more than they cover are reflected in fishnet mesh containing, but revealing, fusing sports with the slinky, the seductive. Another game of contrasts.
The twin poles of nineties style – glamour and utility - are expressed in the FETTO and KIX styles. These feature a new heel, the ‘kick’, sharp and angular, flicking from a mid-point into a bold, graphic flare. It is both slender and sturdy, a heel with the attitude of a trainer, reflected in a use of sports-synced mesh for day and night.
Asymmetry is vital - the LOVE pump is proposed in coordinating pairs, mismatched to arresting affect in tonal bi-colour. That notion is taken to an extreme with the AVELINE evening pump, adorned with bold, oversized crinoline bows on either ankle or toe tip, one of each, in a reference to the excess and extravagance of haute couture. They express an idea of ’Same but Different’- a twisting and toying with the known, to create something unexpected.
The SMOKEY mule and flat slide run with those couture inspirations: unapologetically sexy, and unashamedly evening, the shoes belt the foot with a diamanté-detailed, archival-influenced baroquebuckle. These styles truly ‘dress’ the foot, while also seductively exposing the ankle and instep.
Pre-Fall 2019 ensures women are offered a complete wardrobe of handbag styles for day and for night - the two different sides, different identities, of a woman’s day. A signature evening style, the CALLIE, is now proposed in an exaggerated oversized Hobo for day with a chainmail shoulder-strap. Classic evening styles are repurposed in a multiplicity of materials, colours and finishes, with a focus on the metallic.
This season also introduces a new Jimmy Choo handbag style: the MADELINE. Boldly detailed with hardware featuring a new logo iteration, an inverted ‘C’ clasp referencing Choo, the MADELINE is graphic and emphatic. A new Heroine of the Jimmy Choo accessories universe, it is offered for both day and evening, in a multitude of skins and finishes, as a clutch, bucket, cross-body, or a top-handle style which fuses the hard and soft via a rigid flap and gentle drape of leather at the side. Engineering is key - the ‘C’ closure detail echoes the buckles of a shoe, the foundation of Jimmy Choo. There is a confident assertiveness to this style. The faceted cut of the cusp of the ‘C” reflectsthe multi-faceted Jimmy Choo woman - the different facets of every woman’s life. The same, but always different.
The Jimmy Choo Boutique is located at Shop U21A, Diamond Walk, Sandton City, Johannesburg. Tel: +27 (0) 11 326 6658.
For lifestyle images, product images and video content, the full Jimmy Choo Women's Pre-Fall Collection Press Kit, click here.
Elle Magazine - March 2018
Jimmy Choo hosted an event to launch the Autumn Winter range in the Sandton City Diamond Walk and Real Goboza was there to capture the moments.