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Sandra Choi to Fly Solo at Jimmy Choo

She has become the sole creative director of the brand, following the abrupt departure of Simon Holloway.

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LONDON — Sandra Choi has become the sole creative director of Jimmy Choo, following the abrupt departure of Simon Holloway.

This story first appeared in the February 7, 2013 issue of WWD.  Subscribe Today.

Choi and Holloway had served as co-creative directors since November 2011, following the departure of the company’s cofounder Tamara Mellon.

Under the new organization, Choi will oversee the brand identity and design for all collections, including women’s shoes, handbags, accessories, the recently launched men’s shoes and licensed collections, which now include fragrance and eyewear.

Pierre Denis, Jimmy Choo’s chief executive, said Wednesday that Holloway, who had been with Jimmy Choo since 2010, decided to leave the company to pursue other interests.

“During his tenure, Simon has contributed greatly to Jimmy Choo, both in product and brand development, including the successful launch of both the Jimmy Choo licensee businesses in fragrance and eyewear, and the introduction of the men’s collections. We are grateful for all that he has accomplished at Jimmy Choo and wish him every success in his future endeavors,” Denis said.

Holloway’s departure came as a surprise.

Although industry sources said it took some time for Choi and Holloway to split up their new responsibilities, they were managing their roles well of late, with Holloway looking after men’s shoes and accessories, and Choi overseeing women’s shoes and bags.

They also had a friendly relationship, and would often attend industry and social events together. Last month, Choi and Holloway were in Jimmy Choo’s Milan showroom showing editors and buyers the latest men’s collection.

However, another industry source said that the double role of creative director never worked properly. Choi, the niece of namesake Jimmy Choo, has been with the firm since its inception in 1996, while Holloway was hired in 2010 by Jimmy Choo’s former ceo Joshua Schulman, who joined Bergdorf Goodman last year as president.

Jimmy Choo is a division of Labelux GmbH, a privately held luxury goods group. Jimmy Choo has more than 150 stores in 32 countries.

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