Next month, Jimmy Choo will launch the global campaign for their Icons collection, shot by highly respected fine art photographer, Nan Goldin. Icons is a capsule collection of Jimmy Choo’s most significant shoe creations, taken from the luxury label’s archives. These are the Jimmy Choos that will forever have a place in your wardrobe, and in your heart. Even better, 10% of sales from the Icons collection will go to The Jimmy Choo Foundation – a charitable Trust founded by Jimmy Choo founder and Chief Creative Officer, Tamara Mellon.

Above: Jimmy Choo Icons campaign featuring the Marlene shoe, shot by Nan Goldin. The Marlene shoe was originally named Feather and was famed for being Carrie Bradshaw’s “Lost Choo” in Sex and the City. 
Feather has been reimagined for the Icons collection as Marlene.
Tamara Mellon, OBE says of the Icons campaign, “I’ve long been an admirer of Nan’s honest and emotional work and her ability to portray her subjects in a way that is beautiful and raw. Because the Jimmy Choo Foundation benefits women and issues of empowerment, it was important for me to find a photographer whose work was able to convey not only the powerful but also the sensitive and softer side of Jimmy Choo.”
Check out this Jimmy Choo Icons collection behind-the-scenes video. I love that you can see Tamara Mellon’s eyes light up when she starts talking about the collection, and how each shoe means something different to her. Can you image what this woman’s shoe closet is like? The stuff dreams are made of…

With thanks to Jimmy Choo.

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