CHOO HITS THE STREETS: Jimmy Choo is dipping its toe into the world of street style photography with a new site, Choo 24:7 Stylemakers, which is devoted to the brand’s Choo 24:7 collection of essential shoes and accessories.
The site, at choo247.com, invites visitors to submit images of themselves wearing Jimmy Choo shoes and accessories in a way that illustrates their personal style. A selection of those images will then be featured on the site, which visitors can then like and share via social networking sites such as Facebook, Twitter and Pinterest. Visitors can click on a link to shop similar styles to those in the images on Choo’s Web site. Meanwhile, Instagram images tagged “#choo247” will also be displayed in a ticker on the site. Those images are interspersed with shots of celebrities wearing Jimmy Choo on the red carpet and Jimmy Choo ad campaign images.
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This story first appeared in the May 9, 2012 issue of WWD. Subscribe Today.
The brand has also tapped street style photographer Eddie Newton, of the site mrnewton.net, to shoot a number of stylish types for the site. To represent London, Newton has shot Caroline Issa, the executive fashion director and publisher of Tank magazine, while model and actress Jessica Joffe represents New York. Newton has shot Issa and Joffe in their respective locales, with both women wearing the Choo 24:7 collection as they visit art galleries, lunch with friends or stroll around the city. The brand plans to reveal new ambassadors for cities including Milan, Antwerp, Paris, Los Angeles and Tokyo over the next year.