Jimmy Choo Marks 30 Years With Sandra Choi’s Pearls of Wisdom Capsule

The house traces that reference from the pale travertine of its early stores to its oyster-coloured packaging. The anniversary capsule brings those existing associations into a focused collection rather than introducing an unrelated celebration motif.

An anniversary built around a house code “For this collection, I wanted the pearl to feel natural and instinctive,” Choi said. The collection treats the motif as a connection between Jimmy Choo’s history and its current creative direction. The campaign also uses a ’96 graphic referencing the founding year.

Mark Kean served as photographer and director, Kerry Haynes as image director and Jean Marques handled still life. The Production Club produced the campaign, with Rayssa Medeiros modelling and Vanessa Coyle directing fashion. The result gives the anniversary a consistent design vocabulary across the collection and its imagery.

Product, packaging references and campaign graphics all return to a recognizable element of the house, making the thirty-year milestone part of the merchandise story itself.