Choo 24:7

Forget the "It shoe". An indicator is Jimmy Choo, with the label currently launching Choo 24:7 - a collection of their best sellers in various colors and skins. While blogs and magazines are awash with photos of women wearing towering platforms and clomping about in insane wedges, the woman with an eye for the future knows that the best buys of any season will always be the classics. The sort that are versatile enough to be worn from day to night, for years on end. Because, isn't that what value for money is all about?

According to WWD.com, the Choo 24:7 line is "comprised of a tightly edited group of relevant footwear classics — from a mid-height pump in leopard to a sleek flat for day, all the way to a more daring strappy high-heeled platform for evening." It debuts this month in the US in Jimmy Choo boutiques, as well as in stores such as Saks Fifth Avenue and Nordstrom.

“We selected what a woman really needs from her closet,” said company founder and president Tamara Mellon, who spearheaded the initiative.

Jimmy Choo chief executive officer Josh Schulman said the line is priced from $395 to $1,295.

In Manila, Choo 24:7 launches alongside the Spring/Summer 2010 collection and will be in store from February 2010. Jimmy Choo is exclusively distributed by Stores Specialists, Inc. (SSI) and is located at Greenbelt 4, Ayala Center, Makati City.