POWER CAST: Jimmy Choo is going the extra mile for its fall 2016 campaign as it marks its 20th anniversary, WWD has learned.
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.
Styled by Sarah Richardson and shot by Craig McDean against a minimal background, the idea was to allow the seven women featured in the campaign to command the frame and have an authoritative presence. McDean and Richardson also worked on the label’s men’s fall 2016 campaign, which was released earlier this month and features 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 ads will break in September issues worldwide, and will be accompanied by a video campaign that will appear on the brand’s web site.