Jimmy Choo has launched its Autumn 2025 campaign with Emmy-nominated actor Sydney Sweeney returning as the face of the British luxury brand. The new campaign continues the label’s focus on positioning accessories as transformative, both in style and in mood, with Sweeney at the center of its storytelling.
Presented through a series of short films and stills, the campaign casts Sweeney in a variety of environments, each shifting to reflect the energy of the shoes and bags she wears. From bold stilettos to sculptural handbags, the visuals are designed to underline the campaign’s theme of “main character energy,” a phrase Jimmy Choo has adopted to highlight glamour as a personal state of being rather than just an aesthetic choice.
Sandra Choi, creative director of Jimmy Choo, described the project as a study in the versatility of modern femininity. “This campaign reinforces the power of shoes and accessories to transform, acting out the possible characters. Glamour, after all, is a feeling,” Choi said.
For Sweeney, who has become one of the most sought-after names in Hollywood and global fashion alike, the campaign adds to a growing list of collaborations. In the past year, she has fronted campaigns for luxury labels, attended international fashion weeks, and built a presence that resonates with younger audiences seeking style that feels both aspirational and accessible.
The Autumn 2025 collection emphasizes dynamic, wearable glamour, a direction that luxury brands are leaning into as they court younger consumers who increasingly define global luxury spending. With this campaign, Jimmy Choo aims not only to highlight its latest products but also to reinforce its role in shaping cultural conversations around identity, self-expression, and the enduring allure of statement accessories.
