Fashion fans will be descending on their local branch of H&M on Saturday for the hotly awaited launch of Jimmy Choo on the high street.
The luxury brand is most famous for its sexy stilettos which are normally more at home on red carpets than on the high street.
A-list customers include Scarlett Johansson, Gwyneth Paltrow and First Lady Michelle Obama, who wore a pair of their white satin sandals to the Presidential Inauguration Ball. A basic pair of shoes usually starts at around €336 and go up to €1,120. But on Saturday, if you're prepared to queue, you can own some for an astonishing €89.51.
British businesswoman Tamara Mellon started the company in 1996 with Malaysian shoe designer Jimmy Choo and a loan of only $150,000. When it was sold to a private equity firm two years ago, it was estimated to be worth $185million.
Tamara, who is now president of the company, also epitomises the glossy image of the Jimmy Choo brand. She makes regular trips to Los Angeles to personally fit the stars that love her shoes and have made the Choo name a byword for covetable glamour.
Shoppers will be looking for a sprinkling of this famous glitz from the H&M range and Tamara is positive they'll get it. In an interview with The Daily Record she said: "The Jimmy Choo collection for H&M is full of fun, one-off items with an accessible and glamorous identity made with stylish materials emphasised with colour and embellishment. I wanted to create pieces that would reach a cool, young customer with a fashionable and independent sense of spirit in this one-off collaboration."
As well as the trademark diamond studded sandals, the range includes ballet pumps, gladiator flats and this season's must-have thigh-high boots. Belts and bags are embellished and have added fringing and studs, while choker necklaces, earrings, cuffs and bracelets have been designed to complement the clothes.
For Tamara, working with H&M was an easy decision to make.
She said: "They approached us and I loved the idea because we're the first company to do accessories for them. All consumers are well informed today, so I've loved the challenge. That's what keeps me motivated.”
And even though the price tags are lower, the quality has not been compromised.
"Just because someone isn't on a huge income doesn't mean they want a dumber product," she said. "That idea is insulting. All women love fashion, they're all passionate about it."
