WORDS BY NATALIE YIASSOUMI
Bieber features in the brand’s new fall 2021 campaign and models some of the season’s key new styles, including cozy suede boots and some very photogenic bejewelled pink pumps.
Hailey Briber wears the new season’s colourful pumps. Images courtesy of Jimmy Choo.
SHOP JIMMY CHOO’S NEW COLLECTION
Jimmy Choo is marking the new fall season with a new season campaign and new look, featuring girl-of-the-moment Hailey Bieber.
For its fall 2021 campaign, called ‘Time to Dare,’ the shoe label has tapped Bieber to create a series of playful, laid-back images featuring the brand’s latest collection that ranges from dressy bright pink heels, to staple ankle and knee boots paired with cozy knit sweaters.
The campaign was shot in Los Angeles by Pierre-Ange Carlotti featuring Bieber posing against panoramic views of the city in stark white ankle boots – given that extra Choo touch with crystal-encrusted appliqués – but equally looking cozy at home. An image where she poses in a bodysuit and the brand’s fuchsia bejewelled pumps – no doubt, one of the season’s sellouts – is among the highlights and perhaps captures this new lifestyle we are still navigating between at-home comfort and a desire to get back out and embrace glamour again.
This season marks a new chapter for Jimmy Choo. Hailey brings to life the modern glamour that defines our brand – Jimmy Choo’s chief executive officer Hannah Colman.
The campaign was shot in Los Angeles by Pierre-Ange Carlotti. Images courtesy of Jimmy Choo.
Creative director Sandra Choi, who has kept busy during the last year forging interesting new collaborations for the brand with everyone from Marine Serre to Billy Porter, added that she wanted to channel confidence through this new campaign and inspire women to be daring in this new world.
“Hailey is the embodiment of the Jimmy Choo spirit today – glamourous, sexy, alluring, daring and confident. She perfectly encapsulates the DNA that is the core of our brand. I love her energy, style and her innate confidence that comes through in each of the images,” said Choi.
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