The buzz was palpable at Jimmy Choo’s Milan Fashion Week presentation today — even before you stepped into the the British label’s Via della Spiga show space.
An eager group of fans were stationed outside on the famed shopping street — hoping to catch a glimpse of Choo’s first-ever Asian ambassador, Victoria Song. The Chinese actress was there to see the fall ’19 collection and pose for photo opps with the brand’s creative director Sandra Choi.
Song is a key part of Choo’s rapid expansion in the Asian market, which has been a huge focus for the past few years.
Now under new owner Capri Holdings, Choo is tapping into more growth opportunities, starting with the handbag business. At the presentation today, bags and some shoes were adorned with the brand’s first-ever monogram — an interlocking JC — and Choi joked that it had taken more than 20 years to develop. (Choo was founded in 1996.)
A Jimmy Choo handbag adorned with the label’s monogram.
CREDIT: Jimmy Choo
“We are quite grown up now. We have [expanded] from a label into a brand,” Choi said. “People want to wear our designs obviously, but it’s marking them, having ownership. Bags need to evolve with proper branding.”