British footwear label Jimmy Choo is highlighting legacy styles with the aid of a modern icon.
American actress Chloë Sevigny stars in the maison’s spring campaign, entitled Hyper Glamour. The images and video campaign celebrate glamour while paying homage to the attitude of the early aughts.
“Chloë embodies the spirit of the Jimmy Choo woman – confident, cool, effortless and good fun – she’s alluringly comfortable in her skin possessing a strong sense of self, it’s an energy that draws you in,” said Sandra Choi, creative director of Jimmy Choo, in a statement.
Hyper glamour
The defining motifs of the collection are Y2K style, sculptural silhouettes and modernity. The brand channeled the 2000s with oversized paillette details that shimmer on the mesh Bon Bon bucket bag as well as the classic Isa slingback.
From the Lotta to the Staz to the Isa, the mule is the defining silhouette of the season. The icy blue Lotta includes a pointed toe and ruched tulle, while the Staz is emblazoned with a bow.
The brand also turned its attention to its Diamond Hobo bag. The house signature is now available in an array of sizes as well as hues.
Jimmy Choo presents its spring 2025 campaign
A short film showcasing Ms. Sevigny sporting seasonal footwear, handbags and other accessories from the spring selection was released earlier this month. The video is overlaid with a voiceover by Ms. Sevigny, who describes her attitude toward glamour.
The founder and creative director of Petronio Associate, Ezra Petronio, shot the campaign. Petronio Associates, Ezra Petronio and Lana Petrusevych art directed the assets, while London-based creative Jane How styled the campaign.
Last year, the brand tapped American actress Winona Ryder to star in its fall campaign which was similarly inspired by the early 2000s and 1990s (see story).
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