Winona Ryder is face of Jimmy Choo for AW24

Jimmy Choo has chosen a famous face to front the marketing for its AW24 offer with Winona Ryder the face of the Glamour Refined collection.

Starring in both a series of stills and a short film, it was conceived by Paris-based art directors Ezra Petronio and Lana Petrusevych of Petronio Associates. Petronio also shot the campaign that “evokes the pared-back style and cultural reset of the late 90s; as embodied by Winona — an icon, then and now”.

The 1990s was certainly Ryder’s heyday when she starred in movies from Edward Scissorhands to Girl, Interrupted, before she took a break from acting, so she appears to be a good choice for the campaign.

The timing is also good given Ryder’s Beetlejuice character, Lydia Keetz that she’s reprising in the new sequel.

Creative director Sandra Choi described her as “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.

“This collection is about exploring a quintessentially British interpretation of a ladylike aesthetic. I was reminiscing on that moment in the 1990s when different worlds collided — models, the YBAs and socialites, it was also when Jimmy Choo was born. There was a distinct minimalism, a classicism, but always with an element of eccentricity. It made it fundamentally British, and distinctly Jimmy Choo.”

The imagery features Ryder dressed in black against a plain white background, throwing the Jimmy Choo product into high relief. Products featured include vivid red Scarlett 50 pumps and the matching £1,495 Cinch M bag. There are also a black bucket bag and biker boots, among other pieces.