WORDS BY NATALIE YIASSOUMI
For fall, the label is introducing a new campaign with Edgar Jones and a buzzy collaboration with Timberland.
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Jimmy Choo is getting ready for fall with a host of new projects. First up, the London-based footwear label unveiled a new campaign featuring British actor-of-the-moment Daisy Edgar-Jones.
Edgar-Jones came to fame almost overnight after starring in the T.V. series “Normal People,” which made its debut amidst lockdown and charmed viewers across the world with its raw, honest portrayal of love.
In the campaign, Edgar-Jones embraces the same laid-back style and bare-faced beauty her character of Marianne became known for on the small screen – with a touch of Jimmy Choo glamour. She is seen lounging in a room at London’s Chiltern Firehouse, wearing loose tailoring, chunky sneakers or ankle boots from the label’s new fall 2020 range.
The campaign, which is part of the brand’s ‘In My Choos’ series, was shot by American photographer Dan Martensen.
This is the first time I have worked on a commercial shoot, and it was a completely new and exciting experience for me. I loved finding a character through the shoes and accessories, it reinforced to me how transformative accessories, especially shoes, can be when playing a role,” said Edgar-Jones.
Sandra Choi, the label’s creative director and a self-proclaimed ‘Normal People’ fangirl, added that by working with Edgar-Jones she was able to revisit Jimmy Choo’s London roots.
Daisy is a modern heroine in the making, she represents the archetypal Jimmy Choo muse for a new era. She has found herself on the cusp of global stardom during an extraordinary moment in history. Her talent combined with her humility lend her an unique allure and confidence,” said Choi.
On the same week, the label has also debuted a new collaboration with Timberland – which ultimately speaks to the times and our need for extra comfort.
In a bid to fuse utility with Jimmy Choo’s flair for red carpet glamour, the two labels reimagined the classic Timberland boot by adding crystals or the Jimmy Choo logo at the back.
The boots, which are limited-edition, are making their debut today on the Jimmy Choo and Timberland websites, at Jimmy Choo worldwide stores and Kith stores in the U.S.
What’s even better is that the tie-in also has a sustainability angle to it, with Jimmy Choo pledging to plant a tree for every pair of Choo x Timberland boots purchased.
To collaborate with Timberland allows Jimmy Choo to explore a new avenue and take part in a different conversation. I love to mix it up by getting together with different creative minds combining our DNA to create a surprising product with unexpected links to the roots of both our brands,” added Choi.
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