Jimmy Choo Fall 2025 Ad Campaign

Review of Jimmy Choo Fall 2025 Ad Campaign with model Sydney Sweeney

Jimmy Choo continues its ongoing partnership with Sydney Sweeney for Fall 2025, casting the Emmy-nominated actor in a series of cinematic vignettes that aim to bring “main character energy” to the season’s collection of shoes and handbags. The premise is smart on paper: each look represents not just a style, but a persona—Sweeney morphs into “Tylor,” “Scarlett,” “Isa,” and “Bar” in short scenes that nod to old-school screen tests and fantasy role-play. Shot in a studio with shifting backdrops and surrealist New York skylines, the campaign walks the line between fantasy and reality, exploring how accessories shape identity. But while the concept is well-intentioned, the execution doesn’t quite carry the narrative weight it promises.

There’s a missed opportunity here to truly let Sweeney perform. She’s given fragments—moments of coy glances and posed stillness—but not the space to fully embody the roles implied by each shoe. Her opening scene, lounging in a director’s chair with a car magazine, hints at a character (“Tylor”) with layers, but the rest of the film opts for stylized transitions over emotional storytelling. And while naming each shoe after a “character” is clever, the campaign never quite spells out the conceit clearly enough for it to resonate. It’s not immediately obvious that these are personas, not just outfit changes. The idea is strong. It just needs more narrative scaffolding.

Visually, the campaign leans into studio gloss and algorithm-ready aesthetics. But after the house’s recent nostalgic win—the rerelease of its 1997–2001 archival collection, tied to Carrie Bradshaw and Sex and the City—this feels oddly placeless. That reboot had emotional texture and cultural memory baked into the styling. This, by contrast, feels more like a fantasy pulled from a Pinterest moodboard. One wonders if the house might have been better served grounding this campaign in something real—whether a lived-in New York moment, a reference to cinema history, or a vignette with a stronger emotional core. Even fantasy benefits from specificity.

That said, within the current landscape of luxury campaigns—and Jimmy Choo’s own recent portfolio—this stands above the rest in terms of ambition. It’s young, it’s Gen Z-aware, and it’s attempting something layered. Sandra Choi’s notion that “glamour is a feeling” is present here, but the campaign doesn’t go far enough to explore that feeling’s complexity. Are the shoes transforming Sydney, or is Sydney giving the shoes their power? Is she the muse, or the maker of her own myth? These are compelling questions—but ones the campaign only begins to ask.

In the end, it’s a script with potential, just waiting for a better third act.