This is the first collaboration with Laird & Partners and was overseen by Jimmy Choo creative director, Sandra Choi. Campaigns have previously been produced in-house.
Laird & Partners was appointed by Jimmy Choo without a competitive pitch.
The online ads, which have a female and male version, are being run on YouTube and the Jimmy Choo official Facebook, Twitter and Instagram platforms. They will also be unveiled in-store in window displays from next week.
They will run in various luxury magazines including Elle, Harper’s Bazaar and Vogue in the March editions.
The aim of the campaign is to show Jimmy Choo as carefree and upbeat, reflecting the Californian influences behind the collection.
The ad was shot in Los Angeles by Laird & Partners' photographer Cass Bird.
Choi said: "I wanted the new campaign to illustrate the Jimmy Choo woman and man of today; they have a natural radiance and allure that comes from being confident and self-assured.
"For the women’s campaign, the imagery captures the modern woman – she’s confident with a laid-back approach to glamour that emanates from her self-assurance and unequivocal personal sense of style."