Forever Stepping Up

Sandra Choi breaks down her career at Jimmy Choo and how the brand has evolved with pop culture and navigated fashion history since day one

By Cherry Mui

SPOTLIGHT When someone has worked in one industry and at the same company for nearly 30 years, it is worthy of note; when that company is a household name, it is extraordinary. Sandra Choi, the creative director at Jimmy Choo since its inception, joined founder “Uncle Jimmy” at the shoe-making atelier when she was 19, and has been instrumental in its becoming a global fashion powerhouse. “That term ‘nepo baby’ was very much used over the last 12 months or so—I can assure you, I’m not one of those,” says Choi. Born on the Isle of Wight in the United Kingdom, she spent five years with her grandparents in Hong Kong before returning to the UK as a teenager and finding her passion for fashion and design. Choi then apprenticed…

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Tatler Hong Kong (Digital) - 1 Issue, December 2023

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