Hold your breath! Hailey Bieber graces as the new face of Jimmy Choo’s ‘Time to Dare’ campaign. Jimmy Choo dropped its first look on Instagram with Bieber in a bold and stunning swimsuit paired with their Fuschia satin pumps. Just in, hot from the oven a few hours ago, the iconic brand also released a set of 7 bite-sized films featuring Hailey basking in the glory of their ‘21 autumn collection.
Shot by Pierre-Ange Carlotti in Los Angeles, the American supermodel captures the essence of Jimmy Choo and exudes a free-spirited charm. From sharp silhouette boots to re-imagined handbags, the autumn ‘21 collection aims to blend individual spirit with a touch of modern glam and is painted in mesh, bold colours, crystals, houndstooth with a dash of monochromes as well.
Their footwear and handbag collection embodies the idea of blurring the lines between accessories and jewellery. The collection meticulously highlights crafted crystals that are exemplary masterpieces bound to turn heads. The campaign also accompanies pictures of Bieber modelling for Jimmy Choo’s collection of handbags, pumps, eyewear and boots on their website.
The shoot is indeed very synonymous with the carefully chosen title, ‘Time to dare’ to signify a cultural change in the fashion industry. Hailey does justice to the campaign as she plays with her un-choreographed hair and takes a casual dip in the pool with the mesh pumps soldering confidence and bold to a single phrase.
‘Hailey is the embodiment of the Jimmy Choo spirit today – glamorous, sexy, alluring, daring and confident. She perfectly encapsulates the DNA that is the core of our brand. I love her energy, style and her innate confidence that comes through in each of the images. I am so thrilled we were able to work together to create such a beautiful campaign.’ said Sandra Choi, Creative Director of Jimmy Choo.
With the label featuring bold and glamorous pieces that can be worn from day to night, Hailey truly encapsulates the magic of Jimmy -Choo’s glam with her stunning confidence.
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Words by Manica Pathak