THE CHOO TAKEOVER

Jimmy Choo pops up in Selfridges

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How do Jimmy Choo celebrate an image makeover? By taking over Selfridges for a month, that’s how. A match made in fashion heaven.
Jimmy Choo, under Creative Director Sandra Choi, is opening a pop-up in the department store to launch a brand new mood for the brand with CHOO.08°. This is Jimmy Choo with an edge.
The collection takes its name from the brand’s creative centre in London. With the design studio positioned on the longitude of -0.08O, CHOO.08° refers to a new orientation, a shifting dynamic that pivots the alignment from that of the high heel to a new centre of gravity- it’s Jimmy Choo with a rock n roll energy. So what’s new on the menu? ELLE loves the Marlin, a winklepicker rocker boot that is going to be a firm favourite in the new season to come.
Check out the new window, which will be hitting the bright lights of Selfridges tomorrow, followed by the pop-up store on Monday. The collection of seven exclusive styles by Sandra Choi is available to buy online at Selfridges.co.uk now.
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