Giant blooms meet industrial gray as Jimmy Choo transports its Milan set design to a new brutalist home.
Summary
- Location Meets Nature: Jimmy Choo’s Spring 2026 campaign sets up shop at London’s brutalist Barbican Centre, contrasting raw concrete with giant, artificial peonies inspired by Creative Director Sandra Choi’s Somerset garden.
- The Talent: Model Kiki Willems fronts the “Les Fleurs” visuals, shot by photographer Quentin de Briey to a Minnie Riperton soundtrack.
- Product Mix: The collection plays with texture, reviving the 2008 Biker boot alongside trompe l’oeil suede-as-denim accessories and lace-covered trainers.
London’s Barbican Centre serves as the stark, brutalist anchor for Jimmy Choo’s latest campaign. The cultural landmark’s raw concrete slabs create a friction against the campaign’s central motif: oversized, fantastical blooms.
Those looming flowers didn’t just appear for the shoot, they traveled from the brand’s Milan Fashion Week presentation where a local artist crafted them based on peonies growing in Creative Director Sandra Choi’s Somerset garden. This specific collision of organic inspiration and industrial reality sets the tone for “Les Fleurs,” a narrative the house calls “Future Feminine.”
That feminine concept gets a literal voice through model Kiki Willems, who narrates the film component over a Minnie Riperton soundtrack. Quentin de Briey captures Willems moving through the space, where the lighting plays up the contrast between the gray architecture and the luminous styling.
The styling itself relies heavily on optical illusions and material swaps. Suede masquerades as denim on the Scarlett pump and Cinch bag, applying a trompe l’oeil effect that tricks the eye.
While the eye adjusts to those fabric games, the feet face a choice between the delicate and the heavy. Intricate lace wraps the Sunny trainer and Faiz pump, while the Mimmi Sling Back gets a perforated lace leather corsage.
That fragility meets a hard stop with the resurrection of a 2008 archive favorite. The Biker boot returns to the lineup, offering a utilitarian counterweight to the new, pastel-hued Bar Holdall bag.
“The idea of contrasting lightness with bold, beauty with strength always underlines how I love to present our brand,” Choi says of the mix. Her vision leaves the viewer somewhere between a dreamscape and the pavement, proving that spring florals don’t always have to be polite.
