Devon Lee Carlson fronts a playful campaign celebrating the House’s signature shoes and bags as enduring wardrobe staples
Jimmy Choo is putting its perennial favorites front and center with The Wardrobe Collection, a curated edit of signature shoes and bags conceived as the foundation of an everyday wardrobe. Billed as “the Choos you can’t live without,” the collection shifts attention away from seasonal novelty toward established silhouettes designed to remain relevant beyond a single fashion cycle.
Model and entrepreneur Devon Lee Carlson fronts the accompanying campaign, bringing her relaxed, personal approach to styling across the collection. In the campaign film, Carlson plays dress-up while getting ready for dinner with friends, moving between shoes and bags as the clock steadily advances. What begins as preparation becomes its own private ritual, capturing the familiar indecision of getting dressed when one more shoe — or one more bag — inevitably demands consideration.
The edit spans a broad range of Jimmy Choo signatures, from the Margot flats and Wilder and Ivy loafers to heels including the Jenn 100, Isa 95, Scarlett 50, Brigitte 100, and Heloise 120. Boots and more casual footwear join bags including the Cinch family, Bon Bon, and Ganache Clutch, creating a collection intended to move between occasions rather than answer to one specific season or dress code.
Carlson is an intuitive fit for that proposition. Her personal style has long favored an eclectic, less prescribed approach to dressing, and the campaign wisely lets the products operate as pieces to play with rather than presenting a rigid vision of a complete look. “I think I asked to steal almost every pair from the shoot,” Carlson says, neatly summing up the collection’s emphasis on desirability over novelty.
The concept also speaks to a broader emphasis on longevity within Jimmy Choo’s product strategy. Creative director Sandra Choi describes a well-crafted shoe or bag as something that “isn’t designed for one season” but instead develops character and emotional resonance through wear. By gathering recognizable designs under a permanent wardrobe proposition, the House makes the case that an icon earns its status not simply by being recognizable, but by continuing to be worn.
There is nothing particularly complicated about The Wardrobe Collection, and that simplicity is largely its strength. Instead of inventing a grand narrative around familiar products, Jimmy Choo leans into the way people actually build wardrobes: gradually, instinctively, and around pieces they find themselves reaching for again and again. Carlson’s endless getting-ready routine gives that idea an appropriately playful expression. After all, the Choos you can’t live without may also be the reason you’re late for dinner.
