THE VISIONARY BEHIND YOUR CHOOS

Sandra Choi in conversation with Zoha Castelino on creativity, collaboration & legacy

- Zoha Castelino

For over two decades, Sandra Choi, creative director of Jimmy Choo, has been the driving force behind the iconic shoe brand. From redefining glamour to tapping into the digital medium, her creative leadership has kept Jimmy Choo on the cutting edge of fashion and technology. Here, Choi shares insights on her journey, the evolution of the brand’s design language, and what it has in store for the future.

ELLE: You’ve led Jimmy Choo’s creative vision for many years now. How has your approach to design evolved since you first started?

Sandra Choi (SC): My personal design philosophy is to respect where things come from and then work to make them better and more exciting.

ELLE: Jimmy Choo recently collaborated with Sailor Moon. What excites you about merging fashion with pop culture?

SC: From the beginning, we were the first to tie popular culture with fashion—our brand has been referenced in songs, films, TV, red carpets, and global events. For our recent Sailor Moon collaboration, exploring the superheroines of this rich creative universe was exciting, honouring a true reflection of the characters as pop icons and role models.

ELLE: How do you ensure Jimmy Choo resonates across diverse markets and cultures?