Jimmy Choo Celebrates The Launch of CHOO.08˚ With A London Rock Party

Jimmy Choo hosted a party to celebrate the launch of their new collection, CHOO.08˚ recently.The new collection is a cool yet glamorous collection inspired Creative Director Sandra Choi’s personal aesthetic to adapt to the modern lifestyle of women. The name Choo.08˚ stems from the longitude of London -0.08 ˚, where the creative headquarters of Jimmy Choo is located, reflecting an authentic London city vibe of the collection.

CHOO.08˚ is a new attitude introduced within the Pre-Fall 2014 collection, heralding an evolving direction with a collection that speaks to the edgy spirit of the brand and taking its inspiration from the brand’s creative centre in London. The name CHOO.08˚ references the longitude for London -0.08˚. Originating from Sandra’s personal style aesthetic, CHOO.08˚ features a wardrobe of shoes such as Biker boots, brogues, smoking slippers and trainers, all with the signature Jimmy Choo personality.

Jimmy Choo has always had a royal following. Starting from the late Princess Diana to Kate Middleton, the Duchess of Cambridge, Jimmy Choo has always been shoes of choice to the upper echelon. It was only fitting then that this party was joined by a UK royal and fashion icon – Mary Charteris. Daughter of Jamie Charteris, Earl of Wemyss and March, and Catherine Guinness, Mary has the elegance and poise of a true royal.


  At the same time, influenced by her aunt Daphne Guinness, an iconic figure in the fashion world, and her husband Robbie Furze, the front man of British rock band “The Big Pink”, Mary has developed her own style and established herself as the “It” girl in both fashion and the world of Rock’n Roll in the league of Poppy Delevigne, Georgia May Jagger, Daisy Lowe and Alexa Chung.

To celebrate the occasion, local celebrated graffiti artist CathLove helped transform the three-story venue into a contemporary artistic loft with hand-crafted graffiti walls. Innovative touch screen installations and photo taking screen walls treated the guests to a fun and chic mood at the party. The exhilarating evening continued with Mary taking over the DJ booth and spun some euphoric beats for the music-loving crowd to unwind and dance in the hip and sleek ambience The party mood peaked when the lovely couple, Robin & Mary, have their first ever duo performance!

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