Creative director Sandra Choi on the revamped shoe brand and working with Nicole Kidman
What inspired you to choose Nicole Kidman as the new face of Jimmy Choo for the campaign?
Nicole is an actress who I’ve always admired, she is one of the finest actresses in the world and I knew she had the ability to convey the empowered confidence and glamour of the brand with conviction. In the campaign she strikes a perfect balance portraying a strong, seductive woman but underpinned with a refined elegance and sophistication.
How does Nicole embody the Jimmy Choo woman?
The Jimmy Choo woman hasn’t changed but she is a woman with many qualities, on the one hand she is powerful, confident and strong, on the other she is sexy and glamorous and on the other she is refined and elegant with a sense of fun. She is multi-faceted and we wanted to reflect these qualities in our campaign. Nicole Kidman embodied these qualities for us - she has many layers, on the one hand she is an internationally renowned Award winning actress, on the other she is a mother and a wife. The Jimmy Choo woman plays out many roles in her life – from being successful professionally, to being in love and embracing a sexier more glamorous role to being a mother and a best friend. The Jimmy Choo woman is strong and confident, she is an infinite juggler, moving seamlessly and stylishly from one part of her life to another.
What is it about Nicole and her style that you admire?
She is a true style chameleon and has the ability to surprise. A lot of people are either very good at dressing up for the red carpet and not at dressing down when they are off duty but Nicole is able to seamlessly go from working a couture gown on the red carpet to an ultra-sophisticated day dress to off duty jeans and biker boots whilst looking effortless. She knows her own style and remains confident at all times so her personality comes through. Cannes was a great example of her style diversity!
What is the concept behind the campaign? Why the ‘cinematic’ feel?
The campaign brings to life the mood of our autumn/winter '13/'14 which took inspiration from Helmut Newton’s photography. His lens was often found lingering over his subjects’ legs and ankles. He had an almost fetishist obsession with the female form, but the subject was never portrayed as vulnerable; she was always strong and in control. There is a feeling of a quite eroticism in the collection and this concept was brought to life by Nicole’s magnetic presence in front of the camera.
Where was this campaign shot?
The campaign was shot in Nashville, Nicole’s hometown.
What is your favorite Nicole Kidman “Jimmy Choo” moment on the red carpet?
I think it would have to be Cannes – there are two moments that stand out for me. One where she was wearing a simple black leather midi dress with our Balma shoes from the autumn/winter '13/'14 collection – she managed to look incredibly sexy whilst remaining refined and sophisticated. The classic LBD she wore for the first day of Cannes paired with our purple AWARD pointy toe courts and playful side plait looked fresh, elegant with a fashion edge.
Do you have a favorite role that Nicole has played in film?
I loved Moulin Rouge, visually it was stunning and her character’s strength contrasted with vulnerability and she has a great voice! Another talent to add to the list.
Why do you think the Jimmy Choo customer will relate to Nicole Kidman?
She represents so many qualities and her huge range of talent makes her a role model for many women. She has an inner confidence and wisdom that makes her beauty and style mesmerizing to both men and women.
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