Jimmy Choo and Timberland have once again joined forces, this time releasing a capsule collection of footwear that pays homage to the city that never sleeps – New York. This collaboration builds upon their successful partnership in 2020 and aims to celebrate the city’s vibrant and creative energy. To ensure an authentic representation of New York, the brands teamed up with Harlem’s Fashion Row, a creative agency known for working with black and Latinx designers.
The Jimmy Choo x Timberland collection breathes new life into Timberland’s iconic Original Yellow Boot by infusing it with the bold and glamorous style of Jimmy Choo’s creative director, Sandra Choi. Additionally, the collection incorporates the unique perspective of Shanel Campbell, a talented young designer from New York who explores the black experience in America through her work.
Sandra Choi expressed her enthusiasm about the collaboration, emphasizing her love for collaborating with creative minds and creating surprising and beautiful pieces. In this collection, the duo pays tribute to the urban glamour and eclectic nature of New York while showcasing the enduring popularity of Timberland boots.
The collection, consisting of seven models for both men and women, was made available on November 30 at Jimmy Choo and Timberland stores, as well as select multibrand retailers. Each design in the collection exudes a distinct flair, including standout pieces such as neon pink velvet boots with transparent soles, Nubuck boots with a graffiti-style Jimmy Choo logo, black boots with a Swarovski crystal embellished collar, knee-high boots with a removable leather harness, and a limited-edition pair of stiletto-heeled boots entirely coated in Swarovski crystals.
Shanel Campbell, who played a crucial role in the collection’s design, expressed her excitement about collaborating with another woman in a creative director role. She found the experience inspiring as it allowed her a glimpse into the future she aspires to have. Campbell draws inspiration from the diverse individuals riding New York’s bustling transport system to the professionals working on Wall Street.
To capture the essence of this collection and showcase the city’s creative community, the launch campaign was shot by photographer Shaniquwa Jarvis on a New York rooftop. The campaign features local talents such as musician and actress Justine Sykes and rapper Pi’erre Bourne. Additionally, there is a video interview with Shanel Campbell, providing viewers with insights into her creative process and sources of inspiration.
Drieke Leenknegt, CMO of Timberland, underlined the brand’s deep connection to New York, stating that despite being born in New England in 1973, New York has always felt like a home away from home for Timberland. The city’s community has played a significant role in shaping the brand, which is why the collaboration with Harlem’s Fashion Row was so exciting.
The Jimmy Choo x Timberland collection serves as a testament to the enduring appeal of both brands and their commitment to celebrating the vibrant and diverse spirit of New York. By incorporating the unique perspectives and creative talents of everyone involved, this collaboration has resulted in a collection that effortlessly captures the essence of the city.
Useful links:
1. Jimmy Choo
2. Timberland
