Creative Director Sandra Choi has switched gears for Jimmy Choo this season enlisting M/M Paris and photographer Steven Meisel for their Spring 2019 ad campaign.
The changeout, which includes model Kaia Gerber, sees the house leaning more upscale simply due to the minimal set, coupled with more subdued styling by Joe McKenna.
A subtle, smart move by M/M Paris and McKenna, was the addition of the M/M Paris designed graphics on the hoodie and tees. The silhouette of a heel is combined with either ‘Choo’ or ‘Jimmy.’ The pieces, available online at jimmychoo.com, act as a subconscious reminder of the label while likely becoming collectibles.
As for the aesthetic, to pardon the pun, Jimmy Choo looks as though they have found firm footing for the next several seasons to rebuild their value proposition and mental brand equity. Reason being is the house has had some change-ups without a solid core foundation. While this season lacks a specific direction the house can own, it does cleanse the palette, allowing for a more spicy narrative to be mixed in down the road.
Overall it is a solid beginning, and with the addition of either stronger visual graphics, which M/M Paris certainly can bring to the table, or narrative, which all the talents are capable of ceraing, Jimmy Choo looks poised to be strong going into 2020.
Creative Director Jimmy Choo | Sandra Choi Agency | M/M Paris Creative Directors | Mathias Augustyniak & Michael Amzalag Photographer | Steven Meisel Model | Kaia Gerber Stylist | Joe McKenna Hair |Guido Palau Make Up | Pat McGrath