The new Jimmy Choo release was all about reinterpreting the classics for the here and now.
It was about going back to the brand’s beginnings in 1996 with Sandra Choi as creative director, and reaffirming its DNA with one of the most popular 90s icons you can meet: Winona Ryder.
“Winona is an icon because of her style and her performance. We were both in our twenties in the 90s. Her films and aesthetic symbolize the decade that shaped Jimmy Choo’s early years as a brand. Winona’s talent combined with her individuality and the legacy of the ’90s seemed perfect for us to represent this collection,” says Choi in her words about the campaign.
Under the creative direction of Ezra Petronio and Lana Petrusevych, Winona Ryder appears seated in a blank, gallery-like space, as if the actress, and what she wears, were a work of art. In this way, the focus is on Jimmy Choo accessories. From archival models that have been reimagined, such as the lace-up SCARLETT shoe and an evolved biker boot, BROOKLYN, to new designs like the oversized, butter-soft leather DIAMOND TOTE bag, as well as new iterations of the CINCH bag.
The specific 90s identity is reinforced by the use of red in the pieces and in the brand logo that appears in every shot of the campaign, as well as in the Behind The Scenes video in black and white starring Winona Ryder.
The Autumn 2024 collection is available now at jimmychoo.com and in boutiques worldwide.
Did you see the latest Balenciaga campaign starring the Bel Air bag?
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