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Posted by Claire Ridley on 11 April 2020
Jimmy Choo announces the launch of a weekly sketch activation on Instagram. CHOO Sketch sees Creative Director, Sandra Choi inviting the Jimmy Choo community to join in a creative conversation by sketching their fantasy shoe designs. Sandra will shortlist ten sketches to be put to a final vote on the brand's Instagram. Five finalists will then see their dream shoe brought to life as a capsule of five styles that will be part of a forthcoming collection with all proceeds donated to a charity within the Jimmy Choo Foundation.
Each week a new sketch will be posted by Sandra that symbolises a message of positivity. The first sketch, entitled Optimism, takes inspiration from the blossom trees in Sandra's garden during isolation with the tag line 'let's blossom again soon'.
"I wanted to share my love of sketching with the Jimmy Choo community in the hope it will provide a moment of escape whilst we are all united by the challenges we are currently facing together," she comments.
"To put an idea together on paper is second nature to me. Sketching is part of my creative process as I sort through multiple ideas but more than that it can also act as a form of escape for me. It helps to soothe, calm and focus my head."
"It's important to try to keep a positive mindset during these challenging times. The world is fighting something invisible to the eye that can be mentally and emotionally draining. For me, nature has always provided much needed escapism, watching the world continue to flourish as our usual way of life is interrupted has been enlightening. Mother Nature continues on in its own rhythm; spring is just starting and the blossom trees in my garden are providing a much needed light at the end of the tunnel. Never more than now have we needed to look to things that help our minds keep calm and stay positive. For my first CHOO Sketch I have created a fantasy shoe that takes inspiration from the pure beauty of blossom contrasting against an infinite blue sky backlit with rays of golden sunlight. Our lives are on pause but nature continues to weave her magic, that helps to fuel my optimism."
Followers are invited to share their own fantasy shoe designs over the next six weeks, with a selection of favourites shared on @JimmyChoo Instagram stories each week. At the end of the competition Sandra will select her top ten designs, the ten finalists will be shared with the Jimmy Choo Instagram audience who will select the final five designs.
The five finalists will see their design realised as part of a capsule collection for a forthcoming collection as well as receiving a pair of their own. The collection will be sold online with profits donated to a charity within the Jimmy Choo Foundation.
The deadline for entries is Friday, 15th May and winners will be announced on Monday, 8th June.
Further information on how to enter and Terms & Conditions can be found at www.jimmychoo.com/choosketch.