Newspaper article The Canadian Press

Jimmy Choo Co-Founder Tamara Mellon Seeks to Shake Up Style World with Solo Brand

Newspaper article The Canadian Press

Jimmy Choo Co-Founder Tamara Mellon Seeks to Shake Up Style World with Solo Brand

Article excerpt

Jimmy Choo co-founder launches solo brand

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TORONTO - While Jimmy Choo's name was stitched on the soles, Tamara Mellon was the creative driving force and ambassador for the luxury label whose fanciful heels have left a sizable footprint on red carpets and pop culture.

The British entrepreneur co-founded the company in 1996, growing the business from a tiny cobbler's shop in London into an international billion-dollar brand worn by A-list stars and name-checked in hip-hop songs and on "Sex and the City."

Mellon sold her share of the company in 2011 and has recently launched her own namesake label where she's intent on shaking up the style world when it comes to how items are marketed and sold.

"Everything I've done with this business is the complete antithesis to what someone would tell you how to do for success in the fashion industry," Mellon said in an interview at Holt Renfrew's corporate offices following an in-store appearance at the retailer's downtown Toronto flagship store.

"I don't have seasons. I do monthly fashion concepts and it's buy now, wear now, because I don't believe women want to shop four months ahead anymore. I know I want to buy something today and wear it tomorrow.

"I'm delivering spring-summer in spring-summer and autumn-winter in autumn-winter. ... So I'm completely disrupting everything."

Mellon said she believes the reason other companies haven't mirrored her strategy is the large scale of many brands makes it difficult to transition after many years of following the same pattern.

"The lucky thing for me is I started this from scratch."

While she's offered a twist on the more conventional fashion formula, she borrowed a page out of her Jimmy Choo playbook with a collection of wardrobe essentials that will be available year-round -- just as she did with the footwear brand.

Her Endless collection features a line of seasonless investment pieces including bras, blazers, sweaters, structured shoulder bags and pointy-toe heels. …

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