Jimmy Choo's Sandra Choi to receive special recognition award at The Fashion Awards 2026

The British Fashion Council has announced that Sandra Choi will receive a Special Recognition Award at The Fashion Awards 2026, held on November 30 at the Royal Albert Hall in London.

Choi has led the creative direction of Jimmy Choo since joining in 1996 as one of the brand's founding creative voices, making her among the longest-serving creative directors in the industry. The BFC cited her ability to combine creative direction with commercial performance over three decades, keeping the label among Britain's most influential luxury brands.

The council also pointed to her work outside the studio, describing her as an advocate for craftsmanship and emerging talent who has mentored others and represented British fashion internationally.

"I am truly honoured to receive this recognition from the British Fashion Council. When I think back to where we began in East London all those years ago, I could never have imagined where this journey would take us. What stays with me most are the talented people I have had the privilege to work alongside," said Choi. "Fashion is never the work of one person; it is built through creativity, craft, collaboration, and a shared belief in making something meaningful."

Laura Weir, chief executive of the British Fashion Council, said: "Sandra Choi is one of fashion's most respected creative leaders. Her vision has shaped Jimmy Choo into an enduring global brand while continually championing the people and talent that drive our industry. We are delighted to honour Sandra at The Fashion Awards 2026 in recognition of her outstanding contribution to fashion."

Proceeds from The Fashion Awards fund the BFC's work supporting British designers and businesses. Pandora returns as presenting partner, with Johnnie Walker and The Peninsula London as official partners.