‘Les Fleurs’ is British luxury label Jimmy Choo’s new women’s fashion campaign for Spring/Summer 2026. It explores the point of tension where reality meets fantasy and natural beauty combines with brutalist architecture. The campaign highlights the collection’s overarching narrative, ‘Future Feminine’, a study in modern femininity.
The campaign juxtaposes oversized flowers with utilitarian architecture. She plays with perception and contradiction and combines the old with the new, the real with the surreal. The result is a series of pictures and videos with the model Kiki Willems. Photographed by Quentin de Briey, both Kiki and key designs from the Spring/Summer 2026 collection stand out against the stark backdrop of the Barbican, a London icon and major cultural center.
Minnie Riperton’s distinctive vocal range provides a crowning and joyful soundtrack. It inspired the campaign title, ‘Les Fleurs’ (The Flowers), and leads into a thoughtful voiceover from Kiki. The narrative culminates in an invitation to experience a spring-like metamorphosis through the transformative power of shoes and accessories. These are able to stimulate the imagination, invite you to dream and enable an escape from everyday life. The free-spirited, exceptionally large flowers first appeared at Jimmy Choo’s Spring/Summer 2026 presentation during Milan Fashion Week. They were commissioned by a local Milan artist and inspired by the peonies in creative director Sandra Choi’s garden in Somerset.
“The campaign perfectly captures my intention for the Spring/Summer 2026 collection and explores what it means to be feminine today. The idea of juxtaposing lightness and boldness, beauty and strength has always guided the way I want to present our brand. The visual language we created for this campaign conveys exactly that.” Sandra Choi, creative director.
Just as every woman is multifaceted, so is this collection: it reinterprets the concept of femininity through a variety of attitudes, inherent contradictions and playful paradoxes that are typical of Jimmy Choo. There are no obvious combinations or predictable looks. Beauty can be striking, pastels can be bold and everything has the power to surprise.
Key designs from the Spring/Summer 2026 collection featured in the campaign include the ‘SUNNY’ sneaker and the ‘FAIZ’ pump. Both are made from an exclusive lace with a printed motif. The floral theme is further developed with the ‘MIMMI SLING BACK’, decorated with a floral appliqué in perforated leather that creates a lace-like effect.
Utilitarian glamor is expressed through the reintroduction of the iconic ‘BIKER’ boot, originally launched in 2008, and the new ‘IVY LOAFER’. Introduced for spring, the ‘BAR HOLDALL’ bag offers a fluid silhouette in a pastel palette.
Playing even more with perception, the soft suede is printed with a denim trompe l’oeil, seen on the ‘SCARLETT’ shoe and ‘CINCH’ bag.
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