We’ve been longtime fans of Jimmy Choo’s IN MY CHOOS content series. Celebrating women who dare to stand out, the campaign’s personalized approach brings the household name closer to the hearts of fans worldwide, and their latest Autumn Winter campaign featuring British starlet Daisy Edgar-Jones is no different.
Creative Director Sandra Choi elaborated on the brand’s latest muse for the season, “Daisy is a modern heroine in the making, she represents the archetypal Jimmy Choo muse for a new era, her talent combined with her humility lend her a unique allure and confidence. She has found herself on the cusp of global stardom during an extraordinary moment in history. I, like many others, was mesmerized by her performance in Normal People and am so thrilled we were able to work together to create such a beautiful campaign that talks to the brand’s London roots so strongly.”
Daisy captured the hearts of fans with her breakthrough performance in the acclaimed TV Drama Normal People, which quickly soared to fame given the prolonged period of global lockdowns and people immediately tuning in and becoming hooked. Wherever we were, Daisy was right there with us. Her overnight success playing the lead role of Marianne charmed audiences across the world, making Daisy one of the most talked-about talents in the industry.
Staying true to the IN MY CHOOS content spirit, Jimmy Choo’s Autumn Winter campaign features Daisy as the main muse of the season, utilizing striking images to tell her story, all of which are brought to life with a video interview and short film vignettes. Previous IN MY CHOOS collaborations have featured Kate Moss, and Timberland, amongst many other iconic brands and personalities.
The entire campaign was shot by the talented London-based American photographer Dan Martensen, who intuitively captures Edgar-Jones’ confident and alluring spirit. With a maturity that belies her years, Daisy effortlessly moves between playful, glamorous, and beguiling, capturing the very essence of the Jimmy Choo woman and giving an insight into the girl everyone wants to know more about.
The stunning visuals were captured at London’s landmark destination hotel Chiltern Firehouse, where we see Martensen’s mastery come to life as his assertive images celebrate modern luxury juxtaposed against the elevated bohemia of London’s Bloomsbury. The campaign video was also captured using a 16mm Bolex camera, lending an intimate reportage finish to complete Daisy’s IN MY CHOOS story.
Commenting on this special collaboration, Daisy said, “I am so delighted to be working with Jimmy Choo on this campaign. This is the first time I have worked on a commercial shoot, and it was a completely new and exciting experience for me. I loved finding a character through the shoes and accessories, it reinforced to me how transformative accessories, especially shoes, can be when playing a role – I also love how the collection includes off duty styles as well as glamorous heels.”
A style icon in her own right, Daisy perfectly embodies everything IN MY CHOOS is about, as her golden rule for dressing up is simply not having one. Her style is constantly evolving, and she makes sure she has fun with whatever she is wearing. She recognizes the transformational power of shoes and accessories, and with Jimmy Choo’s Autumn Winter collection, any look can be dressed up or down with the stunning array of choices available for you to choose from.
Shop the latest Jimmy Choo collection available at The Avenues and 360 MALL.
