13th September 2022 – Jimmy Choo is delighted to announce the launch of an exclusive pop-up at renowned Amsterdam department store De Bijenkorf, located on the ground floor. Inspired by the signature geometric quilting that defines the brand’s new VARENNE AVENUE handbag family – which will be exclusively showcased in the space – this two-month pop-up is a truly immersive shopping experience.

Building on the striking aesthetic and visual language the brand adopted for its Summer 2022 presentation, held in Milan, and Choo Café – a recent partnership with London emporium Harrods – this pop-up, with its distinctive pink and gold palette, clashing textures and striking architecture, builds on the brand’s revitalised visual language and intrinsic mission to create one-of-a-kind client experiences. Not only does the décor serves as a playful nod to the VARENNE AVENUE family’s sumptuous, matelassé finish, it also evokes the glamorous world of the Jimmy Choo client and the cosmopolitan cities in which they live, work and vacation.

All over the world, Jimmy Choo is synonymous with confident and daring style, qualities which are reflected by this considered pop-up, which provides the perfect backdrop to the brand’s innovative new handbags. The space and everything in it – from the gold mirrored plinths to the pink velvet seating – are constructed entirely from recycled raw materials.

This exclusive pop-up will run from the 12th of September until the 14th of November.


Established in 1996, Jimmy Choo is a global luxury brand with an empowered sense of glamour and a playfully daring spirit. Celebrated for its confident style and exceptional craftsmanship, Jimmy Choo is synonymous with the art of celebrity dressing and red-carpet style. The house’s innovative spirit meets time- honoured techniques in the form of exceptional collections spanning footwear, handbags, fragrance, a range of accessories and a growing men’s offering. Together, CEO Hannah Colman and Creative Director Sandra Choi have built a global powerhouse defined by glamour, optimism and joy. Jimmy Choo is part of the Capri Holdings Limited global fashion luxury group publicly listed on the New York Stock Exchange under the ticker CPRI.