After the successful collaboration with Nike, Off-White’s founder Virgil Abloh has teamed with yet another fashion world’s legend – Jimmy Choo. It’s been announced earlier today that the British label, celebrated for its elegant accessories, has worked on the footwear for Off-White’s SS 2018 collection. The results will be unveiled at the American brand’s show during Paris Fashion Week.
For Jimmy Choo, a renowned accessories label with a 30-year history, this is the first time to collaborate with a ready-to-wear designer. The collaboration is even more surprising, given how unlikely it seems at first glance – Off-White is a label that has been repeatedly described as anti-establishment, whereas Jimmy Choo’s aspirational offering has grown to symbolise success and conventional elegance.
Explaining the motives behind this unexpected union, Sandra Choi, creative director of Jimmy Choo, commented: “To collaborate with a brand like Off-WhiteTM allows Jimmy Choo to explore a new avenue and take part in a different conversation. I love to mix it up by getting together with a different creative mind identifying our synergies and combining our DNA to create a beautiful and surprising collection with unexpected links to the roots of our brand.”
The co-created footwear collection, dubbed Off-White c/o Jimmy Choo, will be available immediately at selected stores after the inaugural presentation on the 28th of September, making it a see-now-buy-now collection. This and the veil of mystery, surrounding the collaboration, create the aura of exclusivity – something that’s not easy to generate in the age of Instagram.