The British singer-songwriter stars in the inaugural installment of a new film-first series, offering a behind-the-scenes look at her world tour and custom Jimmy Choo footwear
Jimmy Choo has introduced Choo Stories, a new storytelling series exploring moments of personal transformation, confidence, and self-expression through the experiences of its global community. The initiative debuts with British singer-songwriter Olivia Dean, offering an intimate look behind the scenes of her sold-out The Art of Loving Live world tour, during which she exclusively wore custom and ready-to-wear Jimmy Choo footwear. Conceived as a film-first project, the series combines documentary-style footage and personal conversations to explore the emotional significance of fashion and the memories associated with it.
The inaugural chapter, Choo Stories 001 | Olivia Dean, follows the Grammy, BRIT, and MOBO Award-winning artist as she moves between backstage preparations and live performances, capturing the transition from private moments to the energy of the stage. The film also takes viewers inside Jimmy Choo’s London design studio, highlighting the creative collaboration between Dean and creative director Sandra Choi. Through this dual perspective, the project examines the relationship between designer and performer, emphasizing how footwear can influence movement, posture, and confidence.
Dean’s relationship with Jimmy Choo began in 2022, when she performed at the unveiling of the house’s Christmas tree at Claridge’s in London. Since then, the partnership has developed through her performances, with Dean regularly selecting both custom creations and existing styles from the brand’s collections. Her participation in the first installment of Choo Stories reflects that established creative relationship, bringing together the house’s craftsmanship and the artist’s evolving performance identity.
For The Art of Loving Live tour, Choi developed custom footwear designed to accommodate Dean’s energetic stage presence while maintaining the glamour associated with Jimmy Choo. Drawing inspiration from the house’s signature AMITA, ISA, LOVE PUMP, and LOVE SLINGBACK silhouettes, the designs incorporate gold, pink, and citrus tones, alongside playful crystal embellishments. The resulting pieces balance decorative expression with the technical considerations required for repeated performances, demonstrating the role of construction and fit in the creation of occasion footwear.
“Designing for Olivia meant designing for movement. She dances through every show, so the shoes had to feel as effortless as she looks on stage while carrying all the glamour of the moment,” said Choi. “Watching them travel with her from backstage into the spotlight, night after night, has been a huge honour.”
Dean similarly emphasized the confidence and emotional connection she associates with the house’s designs. “Jimmy Choo is always so spot on – I just think it’s in a league of its own,” she said. “They’re so timeless, having a Jimmy Choo shoe is like the prize in your wardrobe. They make me feel powerful and sexy, they can be so fun.”
Beyond its debut installment, Choo Stories establishes a broader platform for exploring the personal narratives connected to the brand’s creations. Future chapters will examine themes including transformation, craftsmanship, mastery, and individuality, positioning footwear as both a functional design object and a meaningful part of significant life experiences. By placing personal stories at the center of its communications, Jimmy Choo extends its brand narrative beyond traditional product-focused campaigns, emphasizing the relationships between its community, creative collaborators, and the pieces they wear.
Choo Stories 001 | Olivia Dean launched November 3rd across Jimmy Choo’s website and social media channels, with additional installments scheduled throughout 2027. The series introduces an ongoing editorial format that brings the house’s design expertise into conversation with the experiences of the people who wear its creations, celebrating the intersection of craftsmanship, performance, and personal expression.
