TEXT BY NATALIE YIASSOUMI
Jimmy Choo took a trip to the future with Korean stylist and influencer YK Jeong.
The London-based footwear brand tapped Jeong for its latest collaboration and the result was a futuristic capsule filled with fluorescent textures and metallic leathers. Jeong, alongside Choo’s creative director Sandra Choi, created the YK-Diamond sneaker, a low-top style which comes with neon panels and diamond-shaped translucent soles.
There are also some more feminine silhouettes in the range including an open-back metallic silver loafer and a pointed-toe pump featuring Perspex and neon heels.
To mark the launch the brand wanted to go all out: There was a big bash in Seoul, where Korean influencers like Peggy Gou and Yoyo Kulala modelled the new range, an accompanying online video showcasing the shoes being made in a stark white factory and floating in space; as well as limited-edition ‘YK x Choo’ highlighters, offered to the first 100 customers and keeping with the all-neon theme.
It’s amazing to work with someone who not only respects and loves the codes of Jimmy Choo but – excitingly – wants to take it somewhere bold, brave and new,” said Choi, who shares the same flair for bold, eye-catching design style.
Choi has also been working to open up the world of Jimmy Choo to the younger generations with more sneakers, playful designs and plenty of unexpected collaborations: She was among the first to spot the rising power of Off-White’s Virgil Abloh and collaborated with him to create a modern-day Cinderella slipper, while this is the house’s first influencer collaboration.
The capsule is especially relevant to the Korean audience, where Jeong is best known, but other international retailers are picking up the collection too. It’s available on Harrods and Farfetch with prices range from £695 to £750.
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Images courtesy of JIMMY CHOO
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