Guess who is about to officially enter its twenties? Beloved label Jimmy Choo is marking its 20th anniversary as one of the most celebrated American brands ever, and is doing it big with its fall 2016 ad campaign.
Given the fact that Jimmy Choo’s customers come from different backgrounds, places and age group, those at the brand’s headquarters decided to celebrate their diversities too, letting models Amber Valletta, Xiao Wen Ju, Sasha Pivovarova, Milla Jovovich, Taylor Hill, Jasmine Tookes, and Lexi Boling embody the different spirits and personalities the brand targets. Energetic and talented, these models all took different paths in life, and are often recalled as authentic and motivational by many.
“The fall 2016 campaign is a reflection of the characters who embody the Jimmy Choo brand values both during the past 20 years and into the future,” declared Sandra Choi, the label’s creative director, in an official statement. “It’s a modern vision of our woman and it signals a bold new chapter.”
It’s thus an all-inclusive fall 2016 ad campaign, which was minimalistically styled by Sarah Richardson and captured by photographer Craig McDean (this winning artistic duo joined forces for the label’s men’s fall 2016 campaign too). All of the models elegantly pose against a minimalistic purple background, wearing some of the fashion house’s signature classics, such as pointed-toe pumps, knee-high leather boots, strappy sandals and jewel-tone booties that you can snap up at JimmyChoo.com.
The idea behind Jimmy Choo’s fall 2016 campaign, which will be accompanied by a video on the Jimmy Choo website, was letting both the models and the shoes stand out on a simple background, with their unique qualities and artisanal cuts authoritatively reclaiming their value and self-confidence. It appears clear that at Jimmy Choo each pair of shoes is conceived as an It-item with its own personality, and such a figurative concept shines through the ad campaign’s all compositions.
The outfits and the makeup looks are surely equally appealing, but become less visible as we browse through the pictures and become hypnotized by both the designer shoes and the model’s strong characters.
Founded by designer Jimmy Choo Yeang Keat in 1986, Jimmy Choo quickly became famous in the early Nineties, especially after ‘Sex and the City’ shoe-addicted Carrie Bradshaw claimed that, “with no man in sight, I decided to rescue my ankles from a life of boredom by purchasing too many pairs of Jimmy Choo shoes”.
Now that the label is setting the good example by being more inclusive towards age and race, we couldn’t happier!
Photos courtesy of Jimmy Choo