Sandra Choi, Jimmy Choo’s creative director and the beating heart behind its enduring glamour, is on a mission to keep the brand’s soul intact while giving it a fresh, modern glow. If you’ve ever lusted after those sky-high crystal heels or slung a sleek Jimmy Choo bag over your shoulder feeling like a million bucks, you know the vibe—bold, sophisticated, unapologetically luxe. Choi’s not reinventing the wheel; she’s polishing it with cinematic campaigns, digital swagger, and a nod to sustainability that feels right for today’s discerning crowd. In a recent chat, she doubled down on balancing that iconic DNA—think confidence, craftsmanship, red-carpet swagger—with slick storytelling that hooks Gen Z without pandering.

Jimmy Choo’s always been about those core pillars: Elegance that doesn’t whisper, shoes that sculpt your stride into art. But Choi gets that fashion’s a speed demon—trends flip faster than a TikTok scroll. Her secret? Never lose the “soul.” While competitors churn out disposable dazzle, she’s banking on consumer trust through consistency—those pinnacle pieces like laser-cut pumps or heritage-logo clutches that scream investment-worthy. The latest campaigns lean cinematic, almost movie-poster vibes. Picture high-wattage talent (maybe a newly minted A-lister or It-model) shot by visionary lensmen, posed against urban neon or minimalist lofts. It’s less static catalog, more personality-driven reels that beg to be shared—authentic, not airbrushed to death.

Innovation’s her jam, but it’s not just about bedazzled soles. Choi’s obsessed with presentation—immersive digital drops, social-first content like AR try-ons (“See how these heels pop with your denim”) or behind-the-scenes atelier tours. Modern luxury buyers aren’t just hunting pretty; they want lifestyle alignment. A Jimmy Choo girl isn’t a stereotype—she’s the C-suite boss power-walking Manhattan, the festival-goer dancing dust off her boots, the dinner-date queen mixing heirloom crystals with streetwear. Choi’s tapping that, stretching into handbags and soft accessories that complete the head-to-toe fantasy, while doubling down on footwear tech: Cushioned insoles hidden in stilettos, arch support that doesn’t kill by hour three. Because let’s face it, glamour’s useless if you’re limping.

Sustainability’s sneaking in smartly—no greenwashing here. Choi’s tweaking supply chains for durable leathers, maybe experimenting with regen-sourced exotics or recycled metallics that hold up season after season. It’s practical luxe: Shoes built for wardrobes, not landfills. And she’s all ears on community—stalking Insta for real-girl styling (those viral “Jimmy Choo with sweats” hacks), folding feedback into collections that bridge fantasy and Friday nights. Boutiques are getting a facelift too—think tactile havens with mood lighting, interactive mirrors, scents wafting like a high-end hotel lobby. In a digital deluge, that physical magic seals the deal.

Expansion’s humming: Handbags are growth rockets, pulling in bag-obsessed fans who graduate to heels. For 2026’s back half, it’s exclusivity with inclusivity—ads showing diverse squads owning boardrooms and beach clubs, from petite frames to curvy queens. Creative and marketing are locked in tighter than ever; Choi’s hands-on, vetoing anything that dilutes the voice. Every billboard, Reels drop, or pop-up feels like one story—confident evolution, honoring Tamara Mellon’s OG vision (Choi’s aunt, no less) while rule-breaking forward.

Economies wobble, but Jimmy Choo’s resilient because Choi nails purpose: It’s not just shoes; it’s legacy armor. You drop cash on a pair, you’re buying decades of excellence—redone for now. Imagine Spring 2026 campaigns unfolding: Sweeping visuals of urban nights, heels clicking on rain-slick streets, bags swinging like trophies. Choi’s steering this ship with quiet fire, proving heritage brands can flex without folding. For shoe lovers, it’s a thrill—Jimmy Choo’s not chasing trends; it’s setting the pace for modern glamour, one flawless step at a time. Who’s ready to strut?