Jimmy Choo premiered his new Fall 2014 collection in Milan this past weekend, but fashion media were buzzing about a different venture from the footwear mega-brand. WWD reports that Jimmy Choo will be jumping on the comfy shoe bandwagon with the Choo.08° collection, set to be available in select stores in April.
Didn't exactly think your next trip to a Choo store would include being greeted with biker boots, slip-on skater shoes in matte black python or antique brushed gold leather, flat tuxedo pumps with a pointy toe, rocker boots with straps and snake details, and high-top trainers? Well, shoppers can expect just that once the new Choo.08° becomes available worldwide.
“Sometimes in fashion you don’t have to be teetering on heels. The word practical is so unsexy — but I’m allowed to use it now,” said creative director Sandra Choi in her interview with WWD. Choi goes on to note that this move is not unexpected in her mind: “This has been a hidden facet of Jimmy Choo that we wanted to bring out.”
But don’t expect Jimmy Choo to turn into Foot Locker any time soon. Choi assures heel addicts that the new line will not overtake the Choo core collections. She tells WWD, “The new line is simply another facet of the overall Jimmy Choo offer.”
Taking a peek at what's been going down the runways for the past year, it's not surprising to see Choo thinking outside the stiletto box. Flat shoes have been trending since the Spring 2014 shows, and have continued to be a presence during Fall 2014 Fashion Week. Karl Lagerfeld designed a whole line tennis shoes for Chanel's Spring 2014 Couture collection, and designers like Dior and DKNY have us unafraid to pair sneakers and evening dresses.
Choo is looking towards the dressier flat, alongside designers like Erdem, who showed heavily beaded and embroidered evening flats as part of his Fall 2014 collection. We're starting to see the low profile off the runway, too: In Lara Stone's March Vogue spread with Game of Thrones' Kit Harrington, the model wore fancy flats.
Choo's designs look good, yes, but let's take them for what they are — a godsend for those who frequent fashion parties at night and try to avoid the podiatrist by day. Want to learn a little more about this comfy alternative? Check out the Choo.08 video on their site.