Jimmy Choo introduces Winona Ryder as the new face of its latest Autumn 2024 collection campaign, Refined Glamour. Conceived by Paris-based creative directors Ezra Petronio and Lana Petrusevych of Petronio Associates and photographed by Ezra Petronio, the campaign evokes the simple style and cultural shift of the late ’90s, embodied by Winona, an icon then and now.
The campaign features a series of striking and emotive visuals, with minimalist staging that references a gallery-like space, ensuring a sharp focus on Winona and the brand’s new collection of footwear, handbags, and eyewear as the main theme.
Winona Ryder, an Oscar-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 film Beetlejuice Beetlejuice, and the hit Netflix series Stranger Things, brings her unparalleled charisma and depth to the campaign.
Her confident presence and captivating charm draw the viewer into her world. The campaign’s clean aesthetic and precise focus create a strong emotional connection; it is a study on perception and perspective. The choice of Winona is a testament not only to her talent as an actress but also to her enduring influence on style, which continues to inspire a timeless yet cutting-edge elegance.
Sandra Choi, Creative Director, noted that “Winona is an icon for her style and her performances. We were both in our twenties in the nineties. Her films and her aesthetic symbolise the decade that shaped Jimmy Choo’s early years as a brand. Winona’s talent, combined with her individuality and the legacy of the ’90s, felt like the perfect fit to represent this collection.”
Autumn 2024 is a collection of reimagined classics that harken back to Jimmy Choo’s formative years, drawing on the brand’s rich heritage to reaffirm its codes and identity. From archive styles that have been reinterpreted, such as the lace-up SCARLETT shoe and an evolved biker boot, BROOKLYN, to new designs like the DIAMOND TOTE bag, oversized and crafted from buttery-soft leather, as well as new iterations of the CINCH bag.
This exploration of identity is further enhanced by the dynamic use of post-box red—a literal and metaphorical red thread applied to both the product and the brand’s logo, as well as in the form of a playful Behind The Scenes video starring Winona Ryder.
The Autumn 2024 collection is now available at jimmychoo.com and in boutiques worldwide.
