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LONDON — Jimmy Choo is putting a fresh spin on some old favorites.

This story first appeared in the September 24, 2009 issue of WWD. Subscribe Today.

The British brand will today unveil Choo 24/7, a capsule collection of best-selling styles that have been updated with new lasts, colors and finishes.

The collection of 28 styles — including platforms, pointy toe pumps and strappy evening stilettos — will be on show at the brand’s Milan showroom this week and will launch in January at Jimmy Choo stand-alone units and department stores including Saks Fifth Avenue, Nordstrom and Bergdorf Goodman.

“We think of these shoes as investment pieces, timeless pieces, part of a wardrobe that every woman needs,” said Tamara Mellon, Jimmy Choo’s founder and president.

Prices range from $395 for a basic flat to $1,200 for the Glenys gladiator stiletto. The company is offering new variations — such as black or champagne glitter, metallic elaphe snake, leopard print, a variety of colored patent finishes and heights including flats, 35-mm. and 65-mm. heels. Mellon said she will add boots for autumn.

The new collection is an ongoing project, and will be sold alongside Jimmy Choo’s main line. Josh Schulman, the brand’s chief executive officer, said he believes the line won’t compete with Choo’s seasonal offer, but will complement it. “Our customers are telling us they want both,” he said.

The new line will be launched with a pop-up shop and dedicated window displays in Choo stores worldwide.

Ron Frasch, Saks Inc.’s president and chief merchandising officer, told WWD he’s excited about the new project. “For the past few seasons, Jimmy Choo has really been upping the fashion quotient of its main line, and I think they’ve spotted the opportunity to go back and take a look at what was their core business for many years,” he said, adding he does not see 24/7 as a diffusion line. “It’s part of the full offer, and it’s a huge opportunity for them and for us.”

Frasch said he sees the collection as filling a gap in the market. “Who is servicing the woman who goes to work in an office every day? The woman who cannot get away with wearing animal-print booties? I saw this collection and thought, ‘Whoa!’ This is exactly what we’ve been looking for.”

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