LONDON — The Jimmy Choo man finally has a home — or at the very least a luxury hangout — in Europe. The British brand has opened its first stand-alone men’s store in Europe inside London’s Burlington Arcade, off Piccadilly.
The store, which spans 441 square feet over two floors, stocks the full range of footwear from lace-ups to slippers to biker boots and sneakers. It comes on the heels of openings in Osaka and Tokyo earlier this year.
“We’re pleased to be in our hometown, and the Burlington Arcade dovetails perfectly with the brand’s positioning,” said Jimmy Choo chief executive Joshua Schulman. “Literally and geographically, we’re located between the international glamour brands of Bond Street and the haberdasheries and tailors of Savile Row.”
The interiors are meant to evoke a polished gentleman’s club — the sort of place David Niven might duck into for martini, a cigarette and some clever banter. The walls are covered in charcoal gray flannel, while the furniture is mid-century modern, with lamps by Joe Colombo, tufted leather sofas with clean edges and a Scandinavian feel, and a spider-like Serge Mouille chandelier.
Ebonized wood and English pewter are among the other materials used. The ground floor is meant for browsing, while the upper floor is a more private space where clients can try the footwear on.
“I want it to feel as though you are walking into a gentleman’s club, with all the luxurious appointments and comforts,” said Tamara Mellon, the brand’s founder and chief creative officer. “It’s a mod update on an English men’s smoking lounge.”
Schulman declined to give sales projections for the store and the men’s collection generally, saying it was early days. “The goal in these first seasons is not about volume, but about positioning the brand,” he said. Jimmy Choo also has wholesale clients worldwide including Harrods, Selfridges, Saks Fifth Avenue, Barneys New York and Neiman Marcus.
New retail units are in the pipeline: at the end of January, a Jimmy Choo men’s store will open in Hong Kong at Elements. That store will span 540 square feet, and will be the first men’s unit to sit alongside a women’s Jimmy Choo.
“There will be a passage between the two stores,” Schulman said. “We see it as a gateway to China, and a way for us to observe how the local clientele is buying,” said Schulman. He said Choo wants to open in Milan and New York, but that will happen “over time,” and there are no immediate plans.
Burlington Arcade is home to an eclectic mix of shops selling merchandise ranging from antique silver and jewelry to cashmere knitwear. Early next year, parts of the early 19th Century arcade will be restored in a 2.5 million pound, or $4 million project, for which Peter Marino has been a consultant.
The Jimmy Choo store is located directly across from Church’s and not far from another newcomer, Lulu Guinness.
In other Choo news, Dana Gers, who recently moved to London, has been named to the new position of senior vice president of communications. She will report to Mellon and Schulman, and will oversee global public relations, marketing, and visual merchandising. She had been doing the job on an interim basis since May.
Breaking News: @louisvuitton's men's artistic director @mrkimjones is leaving the French fashion house after nearly 7 years. Jones joined Louis Vuitton in 2011, following a three year tenure as creative director of British luxury goods brand Alfred Dunhill. Jones is to exit Louis Vuitton after showing his fall 2018 collection for the brand in Paris on Thursday. Read the full exclusive story on WWD.com. Link in bio. #wwdnews #wwdfashion
For men’s fall 2018, @giuseppezanotti drew on elements from streetwear, sport, biker, combat and rock ‘n’ roll. Pictured here are a pair of shoes from the collection, featuring zippers, rhinestones, and silver hardware. Head to WWD.com to see a roundup of the accessories from Milan’s men’s fall 2018 shows. #wwdfashion (📷: Andrea Delb)
To celebrate the 25th anniversary of @ralphlauren’s snowboarding collection, the brand is mining its archives. The iconic brand is reintroducing vintage styles and dropping new designs for a color capsule that will be available in Ralph Lauren stores and @openingceremony on January 25. The capsule will consist of 10 pieces, including the Snow Beach Pullover, pictured here, which is a collector’s item that rapper Raekwon wore in Wu-Tang Clan’s “Can It Be All So Simple” video. #wwdfashion (📷: Tom Gould)
For @rochasofficial’s pre-fall 2018 collection, creative director Alessandro Dell’Acqua channeled the sophisticated and intriguing Catherine Denevue in the film “Belle de Jour.” Polished collarless coats, midi skirts, suits and ’60s graphic motifs were all featured in the collection, adding a sense of discreet luxury. See the rest of the photos on WWD.com #wwdfashion
“We tried to produce clothing of that couture quality, but the most daunting part was that we only had a matter of days [to do it],” said costume designer Lou Eyrich, who recreated Gianni Versace’s iconic looks for @americancrimestoryfx. Eyrich searched online retailers and vintage shops for original pieces from the design house and for @penelopecruzoficial, who plays Donatella Versace. Head to WWD.com to read how she created the Versace world. #wwdfashion
Only three months after her stellar debut catwalk season, @kaiagerber has inked her first big design collaboration –– with @karllagerfeld. The collection blends Lagerfeld’s Parisian chic aesthetic and the model’s signature West Coast casual style via RTW, accessories, footwear and more. The #KarlLagerfeldxKaia collection will launch in September with a series of events. Get all the details on WWD.com. #wwdnews #wwdfashion
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews