How do you celebrate your 20th anniversary at New York Fashion Week? For Jimmy Choo, it’s the perfect occasion for a big bash.
The luxury shoe brand will bring in the models from its fall campaign — including Amber Valletta, Sasha Pivovarova, Milla Jovovich, Lexi Boling, Taylor Hill, Jasmine Tookes and Xiao Wen Ju — to help creative director Sandra Choi host the invitation-only event on Sept. 8. In addition, Mary J. Blige will perform, while Virgil Abloh will play DJ.
Choi said earlier this summer she wanted to tap models of different ages and backgrounds to serve in Choo’s anniversary campaign.
“The fall 2016 campaign is a reflection of the characters who embody the Jimmy Choo brand values both during the past 20 years and into the future. It’s a modern vision of our woman and it signals a bold new chapter,” said Sandra Choi, the label’s creative director.
The idea for the campaign, styled by Sarah Richardson and shot by Craig McDean against a minimal background, was to allow the seven featured women to command the frame and have an authoritative presence. McDean and Richardson also worked on the label’s men’s fall ’16 campaign, which was released earlier this month and stars James Jagger.
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Jimmy Choo has been celebrating its milestone birthday all year with a series of parties and special initiatives.
Most recently, the brand unveiled its cruise collection in Paris, a “feast” of shoes decked out with Swarovski embellishments.
