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An exploration of the tension point where reality meets fantasy and where natural beauty meets brutalist architecture, the campaign reinforces the Spring collection’s overarching narrative, Future Feminine; a study of modern femininity.
Juxtaposing supersized blooms with austere, utilitarian architecture, playing with perception and contradiction, blending the old and the new with the real and the surreal, the campaign presents a series of still images and films featuring model Kiki Willems. Shot by Quentin de Briey, both Kiki and the hero styles from the Spring Collection are luminous against the raw backdrop of the Barbican, a London landmark and leading cultural centre.
The unique vocal range of Minnie Riperton creates a climatic and joyful soundtrack, inspiring the title for the campaign, Les Fleurs and prompting a contemplative voice over by Kiki. Culminating with an invitation to experience a spring metamorphosis via the transformative power shoes and accessories possess to ignite our imagination, to dream, to escape. The playful, larger-than-life flowers first featured at Jimmy Choo’s Spring 2026 Milan Fashion Week presentation, commissioned from a local Milanese artist and inspired by peonies from Creative Director Sandra Choi’s garden in Somerset.
“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.”
Sandra Choi, Creative Director
Just as every woman is multifaceted, so too is this collection; reinterpreting the notion of femininity with a multitude of attitudes, inherent contradictions and playful paradoxes that are fundamentally Jimmy Choo. There are no obvious pairings, no predictable propositions; instead, beauty can be tough, pastels can be strong, and everything has the power to surprise.
The Spring 2026 hero styles that feature in the campaign include the Sunny sneakers and Faiz pump both realised in a bespoke, patterned lace. The floral theme is further explored with the Mimmi Sling Back, decorated with a perforated lace leather corsage.
Offering utilitarian glamour is the reintroduction of the iconic Biker boot, originally launched in 2008, and the new Ivy Loafer. Introduced for spring, the Bar Holdall bag is a fluid silhouette presented in a pastel palette.
Playing further with perception, soft suede is printed with a trompe l’oeil of denim, as seen on the Scarlett pump and Cinch bag .