Jimmy Choo was born in London in the 1990s. At the time, the British capital was experiencing its own version of a fashion renaissance. The fusion of the city’s grunge scene and the refined glamour of its elite defined the visual mood of the decade. It’s an oft-referenced period of time, rich with influences that dressers and designers draw from again and again. For its autumn 2024 collection and campaign, Jimmy Choo turns the page back to those formative London years, capturing the energy of the 1990s through a fresh, contemporary lens.
In describing her latest endeavor, the brand’s creative director, Sanda Choi, expanded on her inspiration. “I was reminiscing on that moment in the 1990s when different worlds collided — models, the YBAs, and socialites,” she explains. “There was a distinct minimalism... but always with an element of eccentricity. It made it fundamentally British, and distinctly Jimmy Choo.” Nodding to this juxtaposition, the house’s fall collection features tough, biker-influenced styles alongside refined, ladylike silhouettes. Soft, supple leather gains an edge in the form of a sharp lace-up boot, while delicate heels take on a wicked demeanor in glistening crystals.
For the collection’s campaign, the house tapped Winona Ryder, one of the most iconic It Girls of the 1990s. The actress is known not only for her decade-defining films but for representing a generation through her rough-meets-refined personal style. Shot by Ezra Petronio with a bright flash in sleek, black leather, Ryder embodies buttoned-up minimalism with a twist. “Winona’s talent combined with her individuality and `90s legacy felt perfect to represent this collection,” Choi remarked.
Throughout the new collection, shoppers will find new takes on Jimmy Choo’s archival classics. A twist on its signature biker boot called the Brooklyn, pays homage to the borough’s achingly cool, newcomer status in the `90s. Meanwhile, the Carolyn plays with trompe l’oeil, fusing a leather Mary Jane mule into a navy sock boot. The Scarlett, offered as a kitten heel or ankle boot, features the house’s corset-style lacing across a pointed vamp — revealing a sliver of skin beneath crisscrossing leather.
Shop select Jimmy Choo Autumn 2024 styles below.
