Footwear is perceived very differently in India than it is outside its borders. It’s not uncommon for women to show up in 6-inch heels for a quick coffee with a friend. Some may consider it sacrilege to pair your worn-out hoodie with a pair of blingy heels just to add some bling to your outfit. But it was done—and it was well received. There aren’t many places in India that can be explored on foot. So the fact that Jimmy Choo’s stores have high foot traffic in the country is not surprising, but it is only the beginning of a pool of opportunity.
Now, Jimmy Choo is releasing an India-exclusive collection called ‘Shaan,’ which features glittering new iterations of their signature heels. “The collection expresses to some of our most iconic styles when it comes to event dressing in a focused colour palette of pink, gold, and red. “We wanted to create a capsule that will resonate with our community and captures the celebration and fantasy of the Jimmy Choo world,” suggests Sandra Choi, creative director of Jimmy Choo.
The Jimmy Choo party heels have always been considered a symbol of glamour that comes with a sophisticated fine-dine attitude that instantly adds to the appeal for girls. It has been this way since the brand’s inception in 1996. The red carpet has also been a big inspiration for India’s fashion market, adding to the wishlists of young girls. Jimmy Choo has incorporated all of these aspirational qualities into its aesthetic vocabulary. “I remember my mother asking me why we were going to LA for the Oscars the first time we went there. We were among the first brands to have a presence at the award ceremonies. I recall vividly my first visit to Los Angeles.
The red carpet glamour emanating from Bollywood has, of course, captivated Indian fashion consumers for a long time, and it has filtered down to the masses as well. While streetwear may be a larger concept outside of the country, for those who do not live on the streets, partywear is often an important aspect of the wardrobe. Jimmy Choo’s ideologies feel right at home in the subcontinent. “Walking the red carpet is daunting, you aren’t playing a role in costume, you are playing yourself, I like to think our shoes and accessories help to play a part in giving them [people] the confidence to be themselves. Jimmy Choo has become a symbol of our long-standing relationship with the red carpet.
