Jimmy Choo unveils Winona Ryder in the Fall 2024 ad campaign, evoking the pared-back style and cultural reset of the late ‘90s.

“Winona is iconic in her style and her acting. We were both in our early 20s during the 1990s. Her films and her aesthetic are symbolic of the decade that shaped Jimmy Choo’s early years as a brand. Winona’s talent combined with her individuality and ‘90s legacy felt perfect to represent this collection,” said Sandra Choi, Creative Director.

Referencing the formative years of the house – the late ‘90s and early ‘00s – the Autumn collection sees the paradoxical style of the era through a contemporary lens. The result is a collection of twisted classics, honouring the house’s rich heritage.

The collection proposes polar opposites: tough, biker-influenced looks that speak of the street, alongside delicate ladylike silhouettes with a poised elegance. But, in each, there’s cross-pollination, hybrid styles – black leather as supple as silk in sleek silhouettes, while delicate heels and glistening crystal are given a wicked edge. Shapes are sharp, leathers are soft – there’s a dichotomy, a contradiction in every piece.

There is a fusion between a spirit of London and a sense of New York, two cities whose distinct styles helped shape the decade, shifting between minimalism and maximalism, old-world and new, refinement and rebellion.

This season revisits the brand archives, refreshing past legacies. The new Scarlett pump combines distinctive Jimmy Choo details with the new signature drop heel.