Sandra Choi, creative director of shoe giant Jimmy Choo, has revealed that she has new plans up her sleeve for the brand this year. Choi's aim is to prove that there is more to the brand than just party numbers and will show a new, never seen before avatar of Choo.

"Jimmy Choo is not just about a high-heeled, slinky party number; there is another side," she told WWD during an interview, according to Yahoo. "We do biker boots and smoking slippers - for men and women - really well. There's room for [Choo] 24:7, the fashion collections and the edgier, tougher styles."

With the 24:7 collection, Jimmy Choo swears that they have shoes, boots as well as bags that will blend with any outfit and situation. The 24:7 shoe collection includes platforms, peep-toes, glitter shoes, wedges, strappy sandals, rounded and pointy toe shoes, pumps and court shoes for day and night and flats.

The 24:7 boots collection includes wedges, ankle length and knee length boots in heels and flats and the bag collection features pieces right from totes and handbags to wallets, travel bags and clutches.

Moving on from its current image, Choi aims to make the brand more modern. "[I want to make Jimmy Choo] more relevant, more current, more today," she added "Put it back into the limelight. I want this brand to have power and strength."

 Pierre Denis, the brand's chief executive officer, has full faith in Choi's vision and plans.

"Sandra has been breathing Jimmy Choo since the beginning, and she fully understands the DNA of the company. She has been the creative force driving Jimmy Choo for a very long time," Denis said during the interview.

Apart from acquiring a new identity, Jimmy Choo will also extend its reach with new stores in China and Prague, a men's flagship store in London and other stores in Europe.

Jimmy Choo floored fans in 2012 with the "Taste" sandal booties that featured a 4.8-inch heel and a fishing wire used to keep the t-design intact.