Jimmy Choo

Spring 2020 Ad Campaign


Jimmy Choo meets Gen Z in their latest ad campaign featuring 18-year-old influencer and supermodel Kaia Gerber. Under the creative direction of Sandra Choi, with the talented Craig McDean behind the camera, The Jimmy Choo And Kaia Collaboration captures the coming-of-age of a new generation into the realm of high fashion.

The upbeat and fast-paced fashion film meshes well with the spunky designs featured in the collection of photographs, creating a complete image of new-age style. In this exclusive capsule, Choi’s decision to center the focus on Gerber is a useful tactic to garner her younger following, creating a new audience for the luxury brand.

The campaign is essentially a continuation of Gerber’s own style, personifying her personality.

Kaia is a modern supermodel, she represents the archetypal Jimmy Choo muse for a new era. Off the catwalk Kaia has a signature personal style that is the epitome of effortless cool.

– Sandra Choi | Jimmy Choo Creative Director

Not only is Gerber the muse and model for this innovative campaign, but she and the brand are able to put their followings to good use, donating 15% of all sales to the model’s charity of choice, St. Jude Children’s Research Hospital.

The British fashion house that was founded in the midst of the Millennial coming-of-age is serving as an example to the rest of the fashion community on how to successfully grasp the appeal of this new generation. Not only is the reinvention of Jimmy Choo’s classic designs useful in drawing in the young adults, but the collaboration with Gerber is game-changing.

Jimmy Choo, with the help of Choi’s expertise, is showing exactly how, as a fashion community, we can stop looking back, and start looking forward. The world is changing, and it’s our job to change with it.

Jimmy Choo Creative Director | Sandra Choi
Photographer | Craig McDean
Model | Kaia Gerber
Stylist | Melanie Ward
Hair | Orlando Pita
Makeup | Dick Page