In celebration of its 20th anniversary, Jimmy Choo has released a campaign video highlighted by RCA recording artist Leikeli47‘s single “Girl Gang.” The campaign stars models Amber Valetta, Jas Tookes, Ju Xiaowen, Lexi Boling, Milla Jovovich, Sasha Pivovarora and Taylor Hill, all of whom lip synch 47’s single in between highlights of the label’s fall offerings (a concept that reminds a bit of Beyoncé’s model-filled “Yonce” video).
Using a rap song by an emerging female rapper marks a bold, new direction for Jimmy Choo, whose campaigns traditionally have been more about a beautiful model shot in a studio with product in hand. Last week Michael Kors made a similar shift in the look of campaign imagery when it brought on Tommy Ton to shoot a street-style-themed campaign.
No doubt, we will continue to see more and more labels move away from traditional editorials to ones that are cooler, edgier and have a real-life edge to them. What is viewed as a marker of luxury fashion has shifted and labels that want to keep up will need to move in the direction of the new paradigm.