WORDS BY NATALIE YIASSOUMI
The London-based label stands out for its commitment to craftsmanship, use of unusual materials and flair for humour.
Jennifer Chamandi didn’t always know she wanted to be a footwear designer. She started off with a high-pressure career in finance, but when she decided it was time for a change she went all in: She took multiple courses in footwear design, learnt Italian to be able to communicate with her manufacturers in their native language and developed a very focused concept for her namesake shoe label.
The idea? Developing a single style of pointed-toe pumps in fresh, unexpected color combinations and a signature heel featuring the strap going through it, just like a needle and thread.
Chamandi’s chic concept was quickly embraced by the shoe world, starting with an exclusive launch at Browns and moving on to Harrods, Net-a-Porter, Farfetch among others. She has also been extending her vision to new styles, including flats, boots and block-heels, all still featuring her now-famous tear-drop cutout on the heels and thin ankle strap going through them.
In a noisy, saturated market Chamandi’s decision to prioritise elegance and timeless styles over trends helped her stand out. Now that shoppers around the world are reconsidering their priorities amidst the current crisis, her approach is becoming even more relevant.
It’s worth taking a closer look at the designer’s shoes, which are crafted with meticulous attention to detail, on the brand’s Instagram account where she shares close-ups of all the new styles and striking new color combinations she comes up with, including a pair of zebra print and yellow open-back pumps or tweed and suede ankle boots. You’ll also get an insight into Chamandi’s famous fans and how they style their shoes, from Meghan Markle who recently wore a pair of beige and black colour-block pumps by Chamandi with a black-and-white tailored look, to Poppy Delevingne and Queen Rania of Jordan. But best off, Chamandi offers a sneak peak into her own life and style on her feed, with impromptu street style shots of herself on the way to work in chic monochrome looks and her signature heels; moments of her life as a mother of twins; as well as inspirational book recommendations and quotes, all delivered against the brand’s recognisable blush-pink backdrop.
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