Jimmy Choo Brings Fans’ Sketches Of Dream Shoes To Life In Upcoming Capsule

By Mikelle Leow, 20 Nov 2020

Images via Jimmy Choo

In a wholesome new initiative, Jimmy Choo fans got to indulge in their dreams of being in fashion design by envisioning their fantasy footwear.

The campaign, called Choo Sketch, saw over 10,000 dream shoes illustrated with the prospects of them being turned into reality. The brand would then graciously honor the creativity of consumers by selecting five of the sketches to materialize to be part of an exclusive capsule collection.

Fans not only became designers, but they were also appointed as curators. Over 200,000 votes were made by social media users for their favorite iterations, and after a final shortlist by Jimmy Choo’s creative director Sandra Choi, the verdict is now in.

Jimmy Choo will roll out the real-life designs in a forthcoming Choo Sketch Capsule Collection, set for launch in 2021, and proceeds from the range will go to a soon-to-be-announced charity affiliated with The Jimmy Choo Foundation.

This was a wonderful move to nurture the bond between a brand and its customers. Take a look at the five winning sketches below, and head here to view more entries.