The Jimmy Choo shoe label grants a first glance into its A/W 2011 campaign, which will be launched worldwide in August and September. For the first time ever, the company opted to collaborate with photographer Steven Meisel.
The campaign is all about the dark and rebellious side of the force. It is based on the idea of founder and creative mastermind Tamara Mellon, who was inspired by the glamour of the Parisian cinematic artistry from the 1970s.
The backdrop of the shoot was the Waldorf Astoria Hotel in New York, which encapsulates a bygone era and shows the model Raquel Zimmermann being entangled within a secret, even forbidden romance. The campaign will also feature pieces from the menswear collection due to the first and new Jimmy Choo shoe collection for men.
The looks of the shoes and handbags is based on the early seventies and its fashion icons such as Catherine Deneuve, Charlotte Rampling and Veruschka, who were adored for both their beauty and fashion sense in front of the camera, as well as their charisma and inherent style away from the camera.
“This season, I focused on women who inspired me through their elegant and strong sense of style. The artistic talent of Steven Meisel takes us into a moment of clandestine love and transmits the exact feeling I had in mind when thinking about this season, as well as the energy and spirit of the Jimmy Choo’s image of women.”, explains Tamara Mellon, OBE, founder and creative head of Jimmy Choo.
Tamara Mellon, OBE, founded Jimmy Choo in 1996 as a luxury label for women’s shoes. Today the product range consists of handbags, smaller leather accessories, belts, glasses and sunglasses. Jimmy Choo branded products are available exclusively in Jimmy Choo branches as well as big department stores, specialist shops and duty free shops. The first Jimmy Choo women perfume was launched in early 2011 and a shoe collection for men is expected to hit stores in A/W 2011.
Initially active in the UK and USA only, the worldwide Jimmy Choo business now encompasses over 120 branches in 32 countries. Tamara Mellon and Joshua Schuman, CEO, take care of the company’s business development, which has developed into one of the most important and famous luxury brands in the world.