"I chose to work with Terry Richardson because of his inimitable style and the way he captures women as modern, glamorous and independently confident," said Tamara Mellon, president and founder of Jimmy Choo.
The campaign is set to break in the August issues of titles including Vogue, W, Harper's Bazaar and British Vogue. For fall, the brand has taken four consecutive advertising pages — the biggest unit of advertising it has taken to date — in the September issue of Vogue. The brand has produced a 48-page, perfect bound magazine for fall featuring the images, which it will send to key customers and place in its boutiques from July. The company has also invested in online advertising for the first time for fall. The New York-based creative agency AR produced the campaign, the agency's first collaboration with Choo.
But it's not the first time Choo has tapped a big name for its campaign. For fall 2006, the brand hired Brett Ratner to shoot Quincy Jones and Molly Sims in a tableau that featured images of the duo in the desert — and ended with Jones pictured sitting next to Sims' seemingly lifeless body with a shovel in his hand (at least Lindvall appears to survive her 24 hours at the Plaza).
"As Jimmy Choo evolves into a luxury lifestyle brand across categories and geographies, a key element of our strategic plan is to improve both the quality and quantity of our advertising and communications," said Joshua Schulman, chief executive of Jimmy Choo. "For the second half we have made substantial increases in our media spend...we will be further investing in our largest ever direct mail effort with our new magazine and [our] first-ever online marketing." — Nina Jones