GOLDIN HEELS: Nan Goldin has shot the latest Jimmy Choo ad campaign, which is focused on Icons, a capsule collection of 15 best-selling styles, some of which have been tweaked or updated. For the campaign, which launches next month, Goldin has gone earthy — and ethereal — snapping a wistful looking model in a forest, alongside a stuffed peacock. The company will also launch next month The Jimmy Choo Foundation, a charitable trust chaired by Tamara Mellon, the brand’s chief creative officer.

“I’ve long been an admirer of Nan’s honest and emotional work and her ability to portray her subjects in a way that is beautiful and raw,” said Mellon. “Because The Jimmy Choo Foundation benefits women and issues of empowerment, it was important for me to find a photographer whose work was able to convey not only the powerful but also the sensitive and softer side of Jimmy Choo.”

This story first appeared in the October 4, 2011 issue of WWD. Subscribe Today.

The Icons shoes will be sold in Jimmy Choo stores starting in November, and 10 percent of the net sales will be funneled into the new foundation, which will raise money for a variety of women’s charities.

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