London based and a by-word for ‘luxury' Jimmy Choo, beat finalists Agent Provocateur and Paul Smith to win the Designer Brand of the year at last night's British Fashion Awards 2008. Founded by London born ex-Accessories Editor of Vogue, Tamara Mellon in 1996 with Mr Jimmy Choo, a couture shoe maker from East End London, together their shoes, bags and sunglasses have become the ultimate in glam. Only a year later did Mellon open up the first store in London, then to L.A where super stilettos, animal prints and oversized sunglasses have become synonymous with A-listers and the film awards season. Tamara Mellon's regular following includes Nicole Kidman, Gywneth Paltrow and of course, Tamara herself is the best advertisment the brand could wish for ! Beyonce Knowles has even sung about Jimmy Choos and they now have over 60 stores across the globe - President and Founder Mellon must've been right when she said "It doesn't matter what you are wearing - if you have good shoes and a good bag, you'll look right".