Jimmy Choo has launched “Choo Stories,” a film-led storytelling series featuring people from the brand’s global community. Its first chapter stars British musician Olivia Dean and combines conversation with behind-the-scenes footage from her “The Art of Loving” world tour and the brand’s London design studio.
The series explores the memories associated with Jimmy Choo shoes through the personal perspectives of its protagonists. The brand says its themes include transformation, confidence, self-expression, craftsmanship and mastery. Dean’s chapter follows her transition from backstage to the stage, while examining the relationship between the wearer and the people who make the shoes.
During the tour, Dean wore custom and ready-to-wear Jimmy Choo designs created by creative director Sandra Choi. The ready-to-wear styles included the Amita, Isa, Love pump and Love slingback. Custom versions were also made in gold, pink and citrus shades, with crystal embellishment.
Dean’s relationship with the brand began in 2022, when she performed at the unveiling of the Claridge’s Christmas tree by Jimmy Choo. Choi said the tour’s movement shaped the designs, adding that the shoes needed to feel effortless while retaining a sense of glamour.
Dean said the shoes make her feel powerful and described the brand’s designs as timeless. “Choo Stories 001 | Olivia Dean” is available on Jimmy Choo’s website and social channels. Further chapters are scheduled to debut throughout 2027.
Sources: WWD.