Jimmy Choo's Newest Fragrance is Glamour in a Bottle
With its ultra-glamorous advertising campaign, the new I Want Choo perfume is an invitation to party at a time when real life soirées are all but canceled. But for Jimmy Choo’s creative director Sandra Choi, the current times are not stopping her from keeping the party spirit alive. Like the new perfume, which is glamorous and embodies celebration and humor, Choi loves a good party. "You will always find me on the dance floor," she confesses. More often than not, there will be an iconic pair of sandals on her feet.
L'OFFICIEL chats with Choi about her signature scent, bringing the party home, and of course, her favorite Choos, below.
L'OFFICIEL: What is your personal definition of glamour?
Sandra Choi: Glamour is intrinsic to our brand. Glamour to me is about confidence and a daring spirit.
L'O: From where do you find inspiration?
SC: I find inspiration in the every day. I am constantly inspired, that’s the nature of being a creative. My life is rich with sources and it changes from season to season. Vintage fashion, architecture, a musician, photography, art, and nature, or as simple as an album cover—all of them continue to play a part in triggering my seasonal inspirations. I am always inspired by what is happening in the world, I use this inspiration for how to message our collections to reflect the global environment and mood. During the pandemic nature has been a great source of inspiration, watching mother nature continue to flourish has been endlessly inspiring.
L'O: Who inspires you?
SC: I’m inspired by strong spirits and it changes from time to time. I’m much more inspired by someone’s spirit than a specific person.
L'O: What are your favorite Jimmy Choo shoes?
SC: My favorites are my Jimmy Choo Pasha summer sandals. They symbolize holiday and time off!
L'O: What are the most extravagant pair of Jimmy Choo you've ever worn or created?
SC: The most extravagant was a pair of feather sandals from Spring/Summer 1998, at the time they were so special and unique.
L'O: What is your relationship to perfume?
SC: I love buying fragrances, I have a tray full of them and choose depending on my mood. I have my signature, my summer and travel perfume.
L'O: How does the new I Want Choo perfume embody the brand?
SC: It’s glamourous, playful, and is all about friendship and having fun which are key elements of the Jimmy Choo DNA.
L'O: Who is the I Want Choo woman?
SC: She is confident, fun, and has a daring spirit.
L'O: What pair of shoes would your new fragrance go best with?
SC: Our Minny—a classic party shoe.
L'O: The advertising campaign is ultra-glamorous, a real invitation to party. How do you bring the spirit of the party home, especially right now?
SC: It’s all about your surroundings, especially now as we can’t have many people, so I like to bring in decorations, scents, music, delicious food and lots to drink!
L'O: What are the ingredients for a successful party?
SC: Music is key, I love to dance and you’ll always find me on the dance floor at a party!
L'O: What is your favorite olfactory note?
SC: Eucalyptus.
L'O: Is the creative process the same for both shoes and fragrance?
SC: Yes and no. Both are connected to our senses and feelings. The way a pair of shoes can put you in a certain mood, I think fragrance has the same duty.
Jimmy Choo I Want Choo is available at Macy's.
