Sandra Choi

Sandra Choi is a British-born, Hong Kong-raised designer who serves as the Creative Director of the luxury accessories house Jimmy Choo. Having been with the brand since its inception in 1996, she initially honed her skills working alongside her uncle, the bespoke shoemaker Jimmy Choo. Following her appointment as the sole Creative Director in 2013, she has become the primary architect of the brand's global identity, steering it through numerous ownership changes and expansions into new categories.

Her leadership is defined by an intimate knowledge of footwear construction and a keen understanding of the luxury market's demands. Choi’s role is pivotal in maintaining the brand's reputation for high-octane glamour while ensuring its continued relevance. By blending a British design sensibility with an international perspective, she has successfully positioned the brand as a mainstay of both red-carpet events and the broader luxury accessories market.

A commitment to high-octane glamour and red-carpet appeal lies at the core of Sandra Choi’s design philosophy. Her work is characterised by meticulous footwear construction that balances dramatic aesthetic impact with the technical requirements of luxury manufacturing. She frequently blends classic British style with a modern sense of sex appeal, resulting in sleek silhouettes that are both provocative and refined. This approach focuses on the empowerment of women through accessories that provide a sense of confidence and presence, regardless of the occasion.

Choi prioritises the use of sophisticated materials and precise proportions to create footwear that is as functional as it is fashionable. Her aesthetic signals often include sharp lines and a high level of ornament, though always grounded in a disciplined approach to silhouette. By focusing on the intersection of femininity and strength, she ensures that each collection reflects a contemporary understanding of luxury. This dedication to craftsmanship and empowering design has established a consistent visual language that defines the brand's position at the forefront of the global accessories industry.