Bridal campaigns rarely feel disruptive. They tend to lean into fantasy, softness and tradition. But
the latest bridal story from Jimmy Choo takes a different route, placing model and cultural
provocateur Gabbriette at the centre of a narrative that feels sharper, darker and distinctly modern.
Titled The Rules of Engagement, the campaign moves away from conventional bridal sweetness and
instead explores what contemporary femininity looks like when elegance meets attitude. Shot by
photographer and director Mark Kean and styled by Vanessa Coyle, the visuals frame Gabbriette’s
signature aesthetic against the house’s heritage of luxury craftsmanship.
A New Kind of Bridal Energy
What makes this campaign feel fresh is the tension between timelessness and rebellion. Pearls —
long associated with purity and romance — appear throughout the collection, yet they feel less
traditional and more sculptural. A standout sandal is covered in nearly two thousand pearl details,
while lace and crystal embellishments bring a romantic softness that still feels fashion-forward.
Instead of positioning bridal as delicate or overly precious, the imagery leans into confidence.
Gabbriette’s presence shifts the narrative from fairytale bride to modern muse, reinforcing the idea
that wedding style today is less about conformity and more about personal identity.
Heritage Pieces Meet New Icons
The campaign doesn’t abandon the house’s legacy. Signature styles return alongside new designs,
creating a dialogue between past and present. Iconic anklet-detail pumps and heavily embellished
sandals sit next to newer silhouettes exploring lace textures and sculptural shapes.
Accessories also play a key role. The satin BON BON bag appears reimagined for bridal,
reinforcing Jimmy Choo’s strategy of turning wedding pieces into keepsakes rather than single-use
fashion moments.
This balance between heritage and novelty reflects a broader shift in luxury bridal: products are
designed to exist beyond the ceremony, blurring the line between occasion wear and everyday
glamour.
The Gabbriette Effect
Casting Gabbriette feels deliberate. Her aesthetic — somewhere between gothic cool and
understated minimalism — challenges the visual clichés often associated with bridal campaigns.
Instead of hyper-romantic poses, the imagery feels editorial, almost cinematic, leaning into attitude
rather than innocence.
It’s a strategic move for Jimmy Choo, positioning bridal as an extension of fashion culture rather
than a separate category. By choosing a figure known for subversive style, the brand signals that
modern brides are not defined by tradition alone.
Bridal as Fashion Narrative
Ultimately, the campaign reinforces Jimmy Choo’s ongoing exploration of modern femininity. The
shoes and accessories are undeniably romantic, but the storytelling feels sharper, more
contemporary and globally relevant.Rather than presenting bridal as a final chapter, The Rules of
Engagement frames it as another form of self-expression — one that blends craftsmanship,
personality and cultural relevance. In a fashion landscape where bridal marketing often feels
predictable, that shift feels quietly radical.
Words by Fabiana Gutierrez
