New Work: Sandra Choi – Creative Director of Jimmy Choo

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Photograph Copyright © 2016 Chris Floyd Sandra Choi - Creative Director, Jimmy Choo Sandra Choi - Creative Director, Jimmy Choo - Female;Portrait;Creative Director;Studio;Location;Fashion;Designer

Sandra Choi – Creative Director, Jimmy Choo, London, December 7th 2016

I was recently commissioned by Sandra Choi, the creative director of Jimmy Choo, to photograph a series of portraits of her for publicity and press usage this year. Jimmy Choo is a global brand so the resulting images were needed for use in magazines, website and press usage right around the world.

I wanted the pictures to feel expansive, as if under a broad umbrella sky, so on a very cold winter’s day we built a set on the roof of the Jimmy Choo building in central London with a collection of canvases, velvets and flat, painted panels. An English winter sky can be one of the softest, most caressing and flattering of light sources. With the judicious additional use of light shaping materials – silks, traces and flats – it is like cooking with the most earthy and natural of ingredients.

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Sandra Choi – Creative Director, Jimmy Choo

Photograph Copyright © Chris Floyd Sandra Choi, Creative Director Of Jimmy Choo Sandra Choi, Creative Director Of Jimmy Choo - {tags}

Sandra Choi, Creative Director, Jimmy Choo

Photograph Copyright © 2016 Chris Floyd Sandra Choi - Creative Director, Jimmy Choo Sandra Choi - Creative Director, Jimmy Choo - Female;Portrait;Creative Director;Studio;Location;Fashion;Designer

Sandra Choi – Creative Director, Jimmy Choo

Photograph Copyright © 2016 Chris Floyd Sandra Choi - Creative Director, Jimmy Choo Sandra Choi - Creative Director, Jimmy Choo - Female;Portrait;Creative Director;Studio;Location;Fashion;Designer

Sandra Choi – Creative Director, Jimmy Choo

Photograph Copyright © 2016 Chris Floyd Sandra Choi - Creative Director, Jimmy Choo Sandra Choi - Creative Director, Jimmy Choo - Female;Portrait;Creative Director;Studio;Location;Fashion;Designer

Sandra Choi – Creative Director, Jimmy Choo

Photograph Copyright © 2016 Chris Floyd Sandra Choi - Creative Director, Jimmy Choo Sandra Choi - Creative Director, Jimmy Choo - Female;Portrait;Creative Director;Studio;Location;Fashion;Designer

Sandra Choi – Creative Director, Jimmy Choo