“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.” - Sandra Choi
At a time when humanity is the order of the day, Jimmy Choo is stepping up – and doing it with style, of course. Not only has the accessories label donated $500,000 towards relief efforts in the ongoing fight against COVID-19, but it has also launched a charity initiative by the name of CHOO Sketch.
Spearheaded by Creative Director Sandra Choi, it invites the Jimmy Choo community to get creative, sketching their fantasy shoe and submitting a scan or photograph of the design to the brand. Choi will then shortlist 10 sketches on the brand’s Instagram account. But here’s where it gets so good: not only will five winning styles form part of an upcoming capsule collection, but all proceeds will also be donated to a charity within the Jimmy Choo Foundation.
Naturally, Choi herself kickstarted CHOO Sketch with a design of her own, explaining how she finds escapism in sketching at a time like this. “It’s important to try to keep a positive mindset during these challenging times. The world is fighting something invisible to the eye that can be mentally and emotionally draining. For me, nature has always provided much-needed escapism, watching the world continue to flourish as our usual way of life is interrupted has been enlightening,” she says.
“Mother Nature continues on in its own rhythm; spring is just starting and the blossom trees in my garden are providing a much-needed light at the end of the tunnel. Never more have we needed to look to things that help our minds keep calm and stay positive. For my first #CHOOSKETCH, I have created a fantasy shoe that takes inspiration from the pure beauty of blossom, contrasting against an infinite blue sky backlit with rays of golden sunlight. Our lives are on pause, but nature continues to weave her magic – that helps to fuel my optimism.”
You can find more details on the CHOO Sketch initiative here.