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Journalism of Courage
To the average bra-burner,high heels probably mean enslavement to a false notion of beauty. In the post-Carrie Bradshaw world,where fashion and feminism are no longer strange bedfellows,Tamara Mellons sexy,glamorous shoes as a metaphor for new-age feminism appears completely normal. As the founder and chief creative officer of the luxury shoe brand Jimmy Choo Limited says,The notion of female empowerment has long been a part of the Jimmy Choo DNA.
The 42-year-old entrepreneur,in fact,cant quite comprehend the demonisation of high heels. We sometimes underestimate the power of a pair of fabulous heels; it is not just the physical transformation they give you; they make you taller,elongate your legs and improve your posture but they can also be really empowering for woman,they can give a boost of confidence which shows in the way she walks and holds herself, she says. But Mellon is a savvy businesswomanwhich is why the brand,well-known for its stilletos,has just launched its line of trainers in the country. With their shimmer and the iconic Choo star embellishment,the shoes are bound to find favour on those days when you want to step out in style,but without compromising on comfort. Besides,Mellon explains,We strive to offer shoes for all aspects of a womans lifestyle so trainers were a natural step for us. They are a true complement to the lifestyle mix inherent to us.
The British fashion brand has its share of Indian devoteesPreity Zinta has time and again declared her love for the labels creations,while other celebrities like Sushmita Sen,Twinkle Khanna and Lara Dutta,too have frequently been spotted in Jimmy Choo designs. However,for the average Indian woman,it seems like comfortable filp-flops and flats hold more attraction than high heels. Does the company have a specific strategy when marketing its wares in India? Our stores in India (in Delhi and Mumbai) offer the same collection as in our other stores worldwide. But of course,local requirements and conditions like climate are always kept in mind when buyers stock the collections. However,Indian women are an increasingly sophisticated client of ours who are demanding the same from us as clients from London,Paris or Tokyo.
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