Jimmy Choo launched Choo 24:7 Stylemakers, its brand new global street style microsite with a press preview breakfast at The Arts Club on Dover Street.
Now live, 24:7 Stylemakers features an edited selection of personal style photos reflecting the Jimmy Choo personality, from user-uploaded images to street style shoots snapped by photographer Eddie Newton, of mrnewton.net
Brand ambassadors for the major fashion cities have been chosen to kick start the site, including the ever-so-stylish publisher Caroline Issa, representing London.
Jimmy Choo fans from around the world can upload a photo of themselves onto the Choo 24:7 Stylemaker Gallery and if your look inspires, you could be up there too.
The street style site works as a brand extension of Choo 24:7 – a collection (launched in 2010) of glam essential shoes and bags that can take you from day to night, in any city.
24:7 Stylemakers follows Burberry’s Art of the Trench and the Hermès J’aime mon carré social media campaigns with a view to engage with customers in a more interactive way.
Pre-web, luxury brands relied on a sense of elitism, closely guarding their company image to keep their goods aspirational, however, nowadays customers like to see how the shoes or bags can fit into their own lifestyles. Trying to sell an unachievable lifestyle in a glossy advert with an airbrushed model just doesn’t cut it any more – the luxury leaders are evolving past this.
I found the Choo 24:7 Stylemakers website accessible and well-designed, conveying that sense of city cool – perfectly ‘on brand’. I’m not that keen on the involvement of celebrities, as these images can be found anywhere, most rely on a stylist for their look and it dilutes the organic message of 24:7 Stylemakers. However, as the website grows, with more photo shoots and more countries represented, hopefully it will focus more on authentic street style.
Post your photo by 6 June to enter to win a Choo 24:7 wardrobe, up to the value of £4000. You can also share your Choo 24:7 style on Instagram #choo247
For more info, visit: www.choo247.com