It has always been part of my long term vision for Jimmy Choo as a luxury lifestyle brand to be for both men and women. The Jimmy Choo for H&M flash lifestyle collection in 2009 had a strong component of men's shoes, ready to wear and accessories which sold out globally within a week and really demonstrated to us a significant demand for Jimmy Choo men's products.
Making the men's shoes is actually a very similar process to the women's collections, creatively choosing materials and creating the design, although obviously without the heels! Craftsmanship and quality are a real distinction for Jimmy Choo in everything we do, but I suppose if we have to distinguish a difference it would be some of the material choices; hand burnished calf, classic spazzolato, rugged suede, glossy patent all feature in mens. The handwork can be more complex with lightweight structures fusing Great British style with luxurious Italian craftsmanship.
The collection follows the same theme as our women's collection of going out, whether it is to work, to the shops, to dinner or a club. The Jimmy Choo man is one who exudes confidence and style whether he is an artist or an investment banker and is understated but has an individual flair. He has a knowledge of fashion and an understanding of the quality and the finish of his clothing. Attention to detail in his accessories is important to him and distinguishes him from his peers. The first thing I look at on a man is his shoes.
My favourite shoe of the AW11 collection is the St James with a double monk strap, which also features in our AW11 ad campaign.
We are absolutely thrilled to be working with the fabulous Mr Porter for our new men's collection. Jimmy Choo was one of one of the very first brands to be stocked on Net a Porter and we are delighted to be working together again on both of our new ventures into menswear.