In a world that champions the bold, Jimmy Choo’s latest campaign ‘Time to Dare’ stars Hailey Bieber, who closely resonates with this message.

Shot in Los Angeles, the campaign features Hailey’s sartorial charm through the latest collection. Embodying the same confident spirit as the brand, Hailey emulates a rather bold persona that is beautifully executed through the campaign.

Hailey Bieber x Jimmy Choo

Discussing the campaign, Sandra Choi, the Creative Director of Jimmy Choo, affirmed that the model is “the embodiment of the Jimmy Choo spirit today – glamourous, alluring, daring and confident”.


“She perfectly encapsulates the DNA that is the core of our brand. I love her energy, style and her innate confidence that comes through in each of the images,” she added.

From sharp silhouettes to reimagined handbags, the Autumn 2021 collection is enamoured with a modern charm that closely resonates with a bygone era.

Making a comeback from the ’60s and ’70s, the Autumn/Winter 20221 collection provides a daring take on countercultural classics, for the free-spirited woman.

Portraying an inherently confident aura, the supermodel truly lives the life that she dares through this campaign. With glamourous pieces that can be worn from day to night, Hailey effortlessly depicts the brand’s core style.

Jimmy Choo

As Jimmy Choo enters a new chapter with this season, the brand sheds light on individualism. While focusing on the message of how ‘Identity is powerful’, it’s time to dare for those who aspire.

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Feature image: Supplied, Photography by Pierre-Ange Carlotti