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Jimmy Choo launches a new sketching initiative with all proceeds going to charity

The brand’s new Instagram activation #CHOOSketch invites followers to create their fantasy shoe design

Jimmy Choo’s shoes are synonymous with power dressing and red carpet glamour, beloved by A-listers and style mavens alike for their elegant shape and excellent craftsmanship. Now the luxury shoe brand has launched a new competition for its legions of fans around the world, asking them to sketch their dream pair of shoes – with all the proceeds going to charity.

Sandra Choi of Jimmy Choo
Sandra Choi, Creative Director of Jimmy Choo

The brand’s Creative Director, Sandra Choi, announced the initiative, titled CHOO Sketch, on social media and asked followers to email in their finished creations by 15 May – Choi will then shortlist 10 sketches to be put to a final vote on the brand’s Instagram. Out of those, five finalists will be chosen, who will see their dream shoes brought to life as part of a forthcoming capsule collection and will also receive a pair of their own, with all the proceeds being donated to a charity within the Jimmy Choo Foundation.

Jimmy Choo Sketch shoes
From left to right: Cinderella; Fantasy Shoe and Sazerac Light Gold

In order to provide a little creative inspiration, Choi will be sharing a new sketch of her own each week that symbolises a message of positivity, much-needed during these unsettling times. The first sketch, entitled Optimism, takes inspiration from the blossom trees in Sandra’s garden seen during isolation, with the tag line ‘let’s blossom again soon’.

“I wanted to share my love of sketching with the Jimmy Choo community in the hope it will provide a moment of escape whilst we are all united by the challenges we are currently facing together,” explains Choi. “To put an idea together on paper is second nature to me. Sketching is part of my creative process as I sort through multiple ideas but more than that it can also act as a form of escape for me. It helps to soothe, calm and focus my head.”

The Jimmy Choo Foundation will also be donating $500,000 as part of the global effort to combat the Covid-19 pandemic, with funds being distributed equally to support aid relief efforts in both the brand’s home country of the United Kingdom as well as globally.

The deadline for entries is Friday 15 May and winners will be announced on Monday 8 June. Further information on how to enter can be found at jimmychoo.com

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