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Jimmy Choo Marks 24:7 Launch

Jimmy Choo has on its dancing shoes. The brand is celebrating and promoting its new 24:7 collection in a monthlong marathon of parties around the world.

An ad for Jimmy Choo’s 24:7 collection.

Jimmy Choo has on its dancing shoes. The brand is celebrating and promoting its new 24:7 collection in a monthlong marathon of parties around the world.

This story first appeared in the February 12, 2010 issue of WWD.  Subscribe Today.

The line is comprised of a tightly edited group of relevant footwear classics — from a mid-height pump in leopard to a sleek flat for day, all the way to a more daring strappy high-heeled platform for evening — and debuts this month in Jimmy Choo boutiques, as well as in stores such as Saks Fifth Avenue and Nordstrom.

“We selected what a woman really needs from her closet,” said company founder and president Tamara Mellon, who spearheaded the initiative.

Choo’s rollout included recent parties at the Connaught Hotel in London, the Jean Cocteau apartment in Paris and The Stage within Isetan in Tokyo. Each has been hosted by tastemakers in their respective locales and in partnership with a charity. There are more than 20 shopping fetes planned in the U.S. benefiting organizations such as The Storybook Ball, Women Working Wonders and Arizona Children’s Foundation.

Jimmy Choo chief executive officer Josh Schulman said the line is priced from $395 to $1,295, and could eventually comprise 30 to 40 percent of sales. He declined to reveal the firm’s volume.

Mellon met Thursday with Saks Fifth Avenue VIP clients in New York to present the collection and later hosted a cocktail party with Stephen I. Sadove, chairman and ceo of Saks Inc., and Harper’s Bazaar editor in chief Glenda Bailey. During the week before the Academy Awards next month, Mellon will attend a luncheon for Nordstrom’s top customers at the Beverly Hills Hotel, where Pete Nordstrom, president of merchandising for the retailer, will be host.

“We felt that 24:7 was a modern concept and responded to how our customer lives,” said Cody Kondo, senior vice president and general merchandise manager for accessories for Saks Fifth Avenue. “It isn’t about dressing for one event anymore. The Saks Fifth Avenue customer needs accessories that work for her whole lifestyle.”

Schulman described the early selling in company-owned boutiques for the past four weeks as “extraordinary.”

Up next for 24:7 is boots for pre-fall 2010. Mellon and her team of designers have boots to suit all tastes and occasions, from a flat biker boot to a knee-high stiletto. Like the initial 24:7 collection, the boot collection under the 24:7 name will be supported by an aggressive print advertising campaign.