Jimmy Choo Spring 2026 Ad Campaign

Review of Jimmy Choo Spring 2026 Ad Campaign by Creative Director Sandra Choi with Photographer Quentin de Briey with models Kiki Willems

Jimmy Choo’s Spring 2026 campaign, Les Fleurs, opens not with a whisper, but with a considered contradiction. Conceived under the creative direction of Sandra Choi and shot by Quentin de Briey, the campaign unfolds at the Barbican Centre in London — a concrete icon whose brutalist severity becomes an unlikely but inspired partner to oversized blooms and delicate lace. The hook is immediate: femininity here is not ornamental or polite, but architectural, resilient, and deliberately complex. Think flowers that refuse to wilt against concrete — a visual thesis that sets the tone for what Choi calls Future Feminine.

The imagery leans confidently into this tension. Model Kiki Willems moves through the Barbican’s raw geometry, her presence luminous against its monolithic textures, while supersized floral installations disrupt scale and expectation. These blooms — first seen at Jimmy Choo’s Spring 2026 Milan presentation and inspired by peonies from Choi’s Somerset garden — feel part sculpture, part dream sequence. Minnie Riperton’s Les Fleurs provides an emotional undercurrent, its joyful crescendo mirrored by a contemplative voiceover from Willems, giving the campaign a rhythm that oscillates between introspection and release. Reality and fantasy blur not through excess, but through restraint — a difficult balance that the visuals manage with quiet confidence.

At its strongest, Les Fleurs excels in articulating contradiction as a design language rather than a styling trick. Shoes and accessories are positioned as agents of transformation — not escapism in the flimsy sense, but metamorphosis rooted in self-definition. The SUNNY trainer and FAIZ pump, rendered in bespoke patterned lace, flirt with delicacy while maintaining structural intent. Elsewhere, the MIMMI slingback’s perforated leather corsage and the trompe l’oeil suede-on-denim effect seen on the SCARLETT pump and CINCH bag play perceptual games that reward closer looking. These are pieces that don’t shout their cleverness — they trust the wearer to discover it.

The reintroduction of the BIKER boot, first launched in 2008, alongside the new IVY loafer, grounds the collection in Jimmy Choo’s own history of utilitarian glamour. It’s a reminder that toughness has long been part of the brand’s vocabulary — here recontextualized for a moment where femininity is understood as plural, layered, and sometimes contradictory. If there is a place where the campaign could push further, it might be in allowing moments of disruption to feel slightly less curated. The Barbican is a powerful symbol; letting it intrude more unpredictably could amplify the sense of lived tension the campaign gestures toward.

Still, the clarity of intent is undeniable. As Choi herself states, “The campaign perfectly captures my intention for the Spring collection, exploring what it means to be feminine today. The idea of contrasting lightness with bold, beauty with strength always underlines how I love to present our brand. The visual language we have created for this campaign delivers exactly that.” And indeed, Les Fleurs delivers a femininity that is neither softened nor armored — but thoughtfully constructed, like a flower growing through concrete because it can.

In the end, Les Fleurs doesn’t ask femininity to choose sides. It allows it to be pastel and powerful, decorative and defiant — a reminder that the most compelling transformations aren’t about escape, but about standing firmly where you are and letting something unexpected bloom.