In a bid to include women of different ages and backgrounds who embody the brand spirit, Jimmy Choo has tapped seven models: Amber Valletta, Sasha Pivovarova, Milla Jovovich, Lexi Boling, Taylor Hill, Jasmine Tookes and Xiao Wen Ju.
“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. It’s a modern vision of our woman and it signals a bold new chapter,” said Sandra Choi, the label’s creative director.
The idea for the campaign, styled by Sarah Richardson and shot by Craig McDean against a minimal background, was to allow the seven featured women to command the frame and have an authoritative presence. McDean and Richardson also worked on the label’s men’s fall ’16 campaign, which was released earlier this month and stars James Jagger.
The anniversary campaign images feature key fall styles including velvet pumps and lace-up boots, as well as Jimmy Choo signatures such as classic, pointed-toe pumps and strappy sandals.
The campaign will break in September issues worldwide, and will be accompanied by a video campaign that will appear on the brand’s website.