Jimmy Choo will launch a new collection of comfortable shoes.
The shoe giant is well known for its heeled creations and is often the footwear of choice for some of the world's most famous women.
But now the brand is gearing up to launch its latest collection called Choo.08°, which will show in Milan tomorrow.
“This has been a hidden facet of Jimmy Choo that we wanted to bring out. The company is growing bigger and stronger, and the power of the brand is allowing us to do new things," Jimmy Choo's creative director Sandra Choi explained to WWD.
The name of the collection has taken its title from the longitudinal position of the Jimmy Choo design studio in London.
The shoes will be both comfortable and sporty, but still with an added touch of glamour.
“Sometimes in fashion you don’t have to be teetering on heels. The word practical is so unsexy — but I’m allowed to use it now,” smiled Sandra.
The new, comfortable foot staples include an on-trend biker boot and a flat tuxedo pump with a pointed toe.
There are also some sporty styles for those that favour a more athletic look. The slip-on skater shoes come in a variety of finishes including matte black python or an antique brushed gold leather. High-top trainers can be picked up covered in sparkles and there's even elasticated lacing.
Sandra admits that she favours the python skater shoes, which suit her busy life as a working mother.
She's on her feet all day, so needs a pair of shoes that are kinds to her feet.
“Our offices are 400 metres all the way around — and we’re over four floors," she commented, explaining exactly why flat shoes work well for her.