WORDS BY NATALIE YIASSOUMI
The brand will bring the best sketches to life, as part of a charity capsule collection.
Jimmy Choo is encouraging their community to get creative during this period of isolation and pause to life as we knew it.
The London-based label has just debuted “Choo Sketch,” an online initiative where over the next six weeks Jimmy Choo followers will be invited to sketch their fantasy shoes and share them on Instagram with the brand’s creative director Sandra Choi.
A selection of the designer’s favourite will be featured on the Jimmy Choo Instagram feed, while at the end of the competition Choi will shortlist 10 sketches and ask followers to vote for their favourite ones.
The five sketches receiving the most votes will then be brought to life at Jimmy Choo’s factories, as part of a charitable capsule collection and the winner will also be receiving a pair of the shoes they sketched as a prize.
The aim of the initiative for Choi is simply to provide a dose of escapism and positivity to the brand’s audience: “I wanted to share my love of sketching with the Jimmy Choo community, in the hope it will provide a moment of escape whilst we are all united by the challenges we are currently facing,” said Choi, who will be sharing her own sketches too.
Each week, she will be posting a sketch “symbolising a message of positivity,” starting with a dreamy pointed-toe pump featuring bright colours and floral embellishments. It’s entitled ‘Optimism’ and takes inspiration from the blossom trees Choi has been admiring in her garden during isolation.
“I have created a fantasy shoe that takes inspiration from the pure beauty of blossom contrasting against an infinite blue sky backlit with rays of golden sunlights,” said the designer. “It’s important to try to keep a positive mindset during these challenging times. The world is fighting something invisible to the eye and that can be mentally and emotionally draining. For me, nature has always provided much needed escapism. Our lives are on pause but nature continues to weave her magic: That helps to fuel my optimism.”
SHOP CURRENT SEASON JIMMY CHOO STYLES
THIS ARTICLE CONTAINS COMMERCIAL, AFFILIATE LINKS. IMAGES COURTESY OF THE BRAND.