The Jimmy Choo Vices Collection
In addition to the campaign, Mr. Collishaw has developed the store window concept for Vices that will be on display at Jimmy Choo’s flagship store.
The artist also crafted an installation based on the capsule, in which crystals inspired by the Cueva de los Cristales in Mexico are set against the image of city skylines at night using choreographed image mapping. This will be unveiled in October at a private event in London.
"It's common for luxury brands to collaborate with artists, especially well-known and provocative artists like Mat Collishaw," Mr. Muellner said. "Partnerships like these add a bit of daring and intrigue to brands and new products and can open-up opportunities aligned to the artist's strengths.
"In this case, working with Mat to develop window displays is brilliant and I'm sure they will be both beautiful and arresting," he said. "You just don't get this level of style and risk-taking from traditional fashion photographers."
Lifestyle appeal
Jimmy Choo consistently portrays its place within a high-end lifestyle in its digital efforts.
The label pushed its eyewear collection in a fast-paced video and shoppable image slideshow that showcases the brand as an important aspect of a glamorous lifestyle.
The brand is promoting the new Carrera sunglasses collection in an email that links consumers to a video and additional digital content on its Web site. Jimmy Choo is likely to attract consumer interest in the new products and campaign through the multi-layered campaign (
see story).
Reaching outside of the typical fashion photographers can bring a new spin to apparel and accessories campaigns.
For instance, LVMH-owned Parisian label Kenzo has teamed up with art publication Toilet Paper magazine on a surreal advertising campaign for its fall/winter 2014 collection.
The resulting campaign shows models popping up out of holes in the floor or breaking into houses using the dog door. Breaking away from traditional fashion advertising images can help a brand stand out in the middle of a magazine’s pages (
see story).
This video will likely help to build interest in the collection prior to the official launch.
"Jimmy Choo has such equity and loyalty that every new collection arrives with a solid 'covetable' foundation," Mr. Muellner said.
"While I think the film could do more and go deeper on both the concepts and the products, I'm sure the campaign -- when considered holistically -- will be as powerful and fresh as the capsule itself," he said.
Final Take
Sarah Jones, editorial assistant on Luxury Daily, New York
