It would appear as though the house of Jimmy Choo has fallen victim to Midas’ touch. But in this case, it is serving as a blessing rather than a curse. For the Fall 2018 Ad Campaign, Creative Director Sandra Choi chose to feature famed models Joan Smalls, Lily Aldridge, and Rosie Huntington-Whiteley, to lend the ‘Midas touch’ by wearing gold boots and pumps within the elegant setting.
Agency Laird & Partners, led by Creative Director Trey Laird, worked with photographer Lachlan Bailey to create a flattering setting for the eye-catching shoes, handbags, and eyewear. Sophisticated and luxurious, Laird was wise to set the Midas collection in a familiar, yet upscale setting rather than the dance floor. By doing so, it is clear that these women are dressing for themselves and their friends, rather than for the attention of the male gaze.
“Joan, Lily, and Rosie are very different girls but combined they embody the essence of the Jimmy Choo woman; confident, daring with a playful side,” Choi expressed. “The girls are friends in real life which created a great atmosphere on set which is echoed in the film and images, they are beautiful and know how to have fun.”
But that’s not all. More fun is on the way as the campaign expands in September via a short film, directed by Gordon Von Steiner. Von Steiner, whose reputation proceeds him with his repertoire of enticing shoots, will feature the trio enjoying a classy ‘girl’s night in’ in the upcoming film.
As we anticipate the playful film, the images are a pleasing preview. The appearance of gold within the Upper East Side-themed home is a nod to the luxury that is common to the brand, and it serves as a sneak-peak to the upcoming film.
Jimmy Choo Creative Director | Sandra Choi
Agency | Laird & Partners
Creative Director | Trey Laird
Creative Consultant | Derek Blasberg
Photographer | Lachlan Bailey
Models | Joan Smalls, Lily Aldridge and Rosie Huntington-Whiteley
Stylist | Sarah Richardson
Hair | Esther Langham
Makeup | Francelle