Jimmy Choo Fall 2025 Men's Ad Campaign

Review of Jimmy Choo Fall 2025 Men’s Ad Campaign by Creative Director Takuya Chiba, Videographer Daiki Kamoshita, and Photographer Takay with models Yuhi Miyahara and Mico

Jimmy Choo’s Fall 2025 men’s campaign arrives with a sense of grounded confidence, photographed by Takay on location in Japan. Creative Director Sandra Choi, working alongside Guest Style Curator Motofumi “Poggy” Kogi and Campaign Creative Director Takuya Chiba, sets out to reimagine the brand’s icons through the lens of both British heritage and Japanese street style. Choi frames it best in her own words: “I love the idea of tradition that isn’t always traditional.” The hook, then, is reinvention—the act of making something enduring feel new again.

The images themselves are spare, often composed against brick walls, stoops, and industrial walkways. They echo a kind of urban monotony, grounding the styling in a visual restraint that underscores Jimmy Choo’s shoes as the focal point. A BUFF TASSEL LOAFER in burnished mocha becomes a statement through scale and embellishment; quilted white DIAMOND MAXI sneakers gleam against neutral trousers; lace-up boots and sculptural soles root the models in modern archetypes. The styling is understated yet sharp: tailored coats drape over leather shorts, knits sit under structured blazers, and the overall look reads as minimalist, serious, and self-possessed.

If the stills play it safe, the short film provides the counterpoint. Edited with frenetic cuts, freeze frames, and experiments in color fading, it gives the collection a vitality absent from the photographs. The energy of the video feels aligned with the irreverent spirit the press release promises, capturing the sense of time passing—an idea harder to communicate in static brick-and-mortar backdrops. While the location choice adds authenticity, the images never quite reveal their Japanese setting, which feels like a missed opportunity given the campaign’s premise of cross-cultural dialogue.

Strength lies in Sandra Choi’s articulation of intention: revisiting fundamentals and asserting a Jimmy Choo vocabulary across menswear. The shoes, particularly the exaggerated loafers and faceted sneakers, speak directly to this balance of tradition and modernity. Yet in practice, the still photography leans too heavily on restraint, resulting in visuals that, while competent, rarely surprise. The film succeeds where the stills do not, injecting rhythm and a sharper sense of cultural interplay.

In the end, Jimmy Choo’s men’s campaign reconsiders tradition not by rewriting the rules, but by slightly shifting their proportions—widening a loafer toe here, quilting a sneaker sole there. The brick walls may not tell us much about Japan, but the shoes do tell us something about Jimmy Choo today: a brand in conversation with its own heritage, finding ways to keep time on its side. Or, at the very least, on its feet.