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For Jimmy Choo brand, a new chapter begins in L.A.
For Jimmy Choo brand, a new chapter begins in L.A.

L.A. is a place of new beginnings. So it’s appropriate that British luxury brand Jimmy Choo should put its best foot forward here now. A new store design concept on Rodeo Drive, a star-studded Hollywood bash at the home of art collector Eugenio Lopez Alonso featuring a performance by pop band Bastille, and the launch of a youthful new rock ’n’ roll-themed shoe collection are all part of a bold, new direction for the label and its creative director Sandra Choi. Choi has been with the company since its birth, but took over as sole creative director last year. Now, she’s trying to steady the ship after years of headline-grabbing business dramas that have included the...

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