Mumbai: Jimmy Choo unveils Winona Ryder as the face of the Autumn 2024 campaign featuring the latest collection, Glamour Refined. Photographed and conceived by Paris-based art director, Ezra Petronio, the campaign evokes the pared-back style and cultural reset of the late ‘90s; as embodied by Winona - an icon, then and now.
The campaign presents a series of striking visuals and moving images, with a minimal set, referencing a gallery-like space ensuring an acute focus on Winona and the brand’s seasonal signature footwear, bags and eyewear collection as the primary subject.
An Academy Award-nominated actress, known for her groundbreaking roles in films such as Beetlejuice, Edward Scissorhands, Heathers, Little Women, Reality Bites, The Age of Innocence, Girl Interrupted, Black Swan, the upcoming Beetlejuice Beetlejuice and the hit Netflix TV series, Stranger Things, Winona Ryder brings her unparalleled charisma and depth to the campaign. Her confident presence and beguiling charm draw the viewer into her world. The campaign’s clean aesthetic and laser focus creates a strong emotional connection; it’s a study in perception and perspective. The casting of Winona is a testament not only to her talent as an actress but to her enduring style influence that continues to inspire a timelessly edgy elegance.
“Winona is iconic in her style and her acting. We were both in our early 20s during the 1990s. Her films and her aesthetic are symbolic of the decade that shaped Jimmy Choo’s early years as a brand. Winona’s talent combined with her individuality and ‘90s legacy felt perfect to represent this collection,” said creative director Sandra Choi.
Autumn 2024 itself is a collection of twisted classics that hark back to the formative years of Jimmy Choo, mining the house’s rich heritage to restate its codes and identity. From archival styles that have been remastered - including the laced Scarlett pump and an evolved biker boot, Brooklyn, to new designs such as the oversized butter soft leather Diamond Tote and new iterations of the Cinch bag.
This exploration of identity is reinforced by the dynamic use of post-box red, a literal and metaphorical red thread applied to both product and brand logo, and in the form of a playful BTS video featuring Winona Ryder. The Autumn 2024 collection is available now at jimmychoo.com and at stores in India.
