Lucy Choi ‘Shoe Queen’


Lucy choi


For every great looking shoe I have encountered, there has been known price tag attached which can ruin the dream.  Lucy's delicate balance in creating a chic line up has not compromised the price tag. So discovering her collection earlier this year was like a fairytale fantasy for my purse.  Her designs are sexy, stylish and timeless classics you will wear over and over. 

Lucy's brand has made it's own mark which is no easy task if your uncle is Jimmy Choo. Her label seeks to continue the family heritage and expertise of the past into the future. Her business savvy rise defines a strong independent label, we applaud Lucy Choi in becoming the ‘go-to’ shoe queen.

A-L caught up with Lucy on her collection, 2014 and most importantly her first pair of heels.

 If your collection could speak what would it say?

Each shoe is unique with it’s own personality. My shoes are full of confidence and like their founder are passionate about making women feel their best.

When women wear your shoes, how do you want them to feel?

As women we need to have a shoe for every occasion. At work you want to feel confident yet still be comfortable which is why a mid-heel is a must have. I like to play around with fresh and lux materials so that even with a low heel you feel glamorous and sexy. As girls I think we like to play around with our image.  Some days you might feel like embracing your inner rock chick, other days you might want something more elegant and classic- we cater to every mood!

When did you own your first pair of heels?

I remember getting my first pair of heels on my eighteenth birthday, it is a really special memory for me. I felt so grown up and glamorous as soon as I put them on, it was a magical moment.

Talk us through the main inspiration behind this collection?

The AW13 collection is all about Ornate embellishments, luxurious fabrics and timeless glamour. I took inspiration from my favourite historic periods, the New Romanics and court of Louis XIV; I love the decadence and drama of that time. The lace, velvet and corsetry details are all mirrored in the collection.

What's trends will you be focusing on for S/S14?

I feel particularly excited about this collection, SS14 takes inspiration from London’s chicest postcodes. We stay true to our defining ethos, providing affordable luxury for every occasion, classic heels with a modern twist. This season you will see a softer colour palate, lots of pretty pastels. Monochrome has also played its part. I would say this was overall a more playful collection. Trends included: studs, neon and animal prints.


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