Innovation That Matters

Creative director Sandra Choi selected her top 10 designs and featured them on Jimmy Choo’s Instagram account | Photo source Jimmy Choo

Shoe brand's Instagram followers submit sketches for new collection

Fashion & Beauty

The Choo Sketch competition, launched by Jimmy Choo, offered customers the chance to have their shoe designs featured in an exclusive capsule collection

Spotted: This year, designer footwear house Jimmy Choo hosted a competition which invited its fans to submit sketches of their ultimate fantasy shoe. The idea was inspired by the creative director Sandra Choi, who finds creative escapism in sketching and uses it as an outlet for a sense of calm and mindfulness. Named Choo Sketch, the competition aims to bring the brand’s community together by creating a deeper relationship between it and its fans, and welcoming consumers to become both creators and curators.

Choo Sketch was open for eight weeks, and participants could submit sketches of their design via email. Each sketch had to be given a name by the artist, and Choi then selected her top 10 designs and featured them on Jimmy Choo’s Instagram account. Followers were given the opportunity to vote for their favourite sketches and five winners were selected after almost 200,000 votes. The winners got to work in collaboration with Choi and the Jimmy Choo design team to take their dream shoes from a sketch to reality.

The competition closed on May 15 after receiving over 10,000 sketches. The Choo Sketch Capsule Collection will launch in 2021 and profits will go to a charity under The Jimmy Choo Foundation’s umbrella.

Written By: Serafina Basciano

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