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LONDON — Jimmy Choo is in a celebratory and charitable mood.
This story first appeared in the June 14, 2011 issue of WWD. Subscribe Today.
As part of the company’s 15-year anniversary celebrations, the brand is launching a capsule collection, a charitable foundation focused on women’s issues and a coffee-table book that traces its history so far.
Today in New York, Tamara Mellon will unveil Icons, a capsule collection of 15 styles pulled from the Jimmy Choo archives. Some remain untouched, while others have been tweaked or updated for the occasion.
Shoes include the Feather, which Sarah Jessica Parker famously lost in an early episode of “Sex and the City”; Macy, a bestseller and red-carpet favorite most recently worn by Natalie Portman, and Fleur, the stiletto pump worn by Mellon when she received her Order of the British Empire honor from Queen Elizabeth II last October.
The shoes will be carried at Jimmy Choo stores only, and will launch in the fall. Prices will range from $850 to $3,785. “These are shoes that have a personal story for me, or resonate with the customer,” said Mellon, the brand’s founder and chief creative officer, in an interview at the Jimmy Choo headquarters here.
Ten percent of the net sales of Icons will be funneled into the new Jimmy Choo Foundation, which was set up in the U.K. earlier this year. Mellon said the foundation will raise money for women’s charities. “I want to tackle tough issues such as sexism, unequal pay, domestic violence and the sex slave trade,” she said.
The third project to mark Choo’s 15 years in business is “Jimmy Choo XV” (Rizzoli), a mainly photographic book that tells the company’s history through 15 shoe styles. Colin McDowell has written the foreword and Mellon has penned the introduction.
The book will be carried at Jimmy Choo stores starting in November, and 100 percent of sales will go toward the new foundation. It will be available at bookstores internationally as of February.
During the interview, Mellon also talked about Jimmy Choo’s sale last month to the luxury firm Labelux Group in a deal valuing it at 549 million pounds, or $889.4 million.
“I feel like Jimmy Choo has found the right home now. Labelux has a completely different vision to private equity — brand building versus financial engineering,” she said. “It takes at least 30 years for a luxury brand to mature, and you need a lot of nurturing and investment in that time. And we’re still only 15.”