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2021-03-05

JIMMY CHOO X MARINE SERRE Spring 2021 Collaboration Collection

Jimmy Choo collaborates with leading Parisian designer Marine Serre - whose body-conscious and environmentally-attuned clothes have fast made her a pivotal figure in the contemporary fashion scene. Inspired by Serre’s commitment to ergonomic and kinetic clothing, influenced by athletes and designed to move with the rhythms of modern life, the streamlined silhouettes of the collaboration highlight the shared ethos of both brands: comfort and respect for the body, without compromising style.

A tightly-focused offer of six key styles, the Jimmy Choo x Marine Serre capsule collection helps delineate the narrative of Marine Serre’s SS2021 collection and accompanying film, created in collaboration with directors Sacha Barbin and Ryan Doubiago. Each style denotes a different character - a distinct identity, a new facet of a wearer, underscoring each total look they are designed to be an integral part of. The inspiration is drawn from the Jimmy Choo archives: the vintage FARO, from AW2000, is the starting-point, its proportions examined anew. Attuned to Marine Serre’s constant interest in renewal and regeneration, it is a reinvention for today.

The silhouette of the FARO - an elongated pointed toe, a lower heel with a sportif attitude and freedom of movement - defines the offering. The collection comprises a wardrobe of classics: a 100mm heel pump; a Mary Jane, ankle-boot, sock ankle-boot and sock calf-boot, all with 50mm heel; and the knee-high KATO flat boot.

“Marine Serre is an exciting talent - her innovation and experimentation grabbed my attention. Her designs are bold, confident and inherently feminine - which is perfectly attuned to our language at Jimmy Choo. Marine has her own ethos and way of thinking about the future and it felt right for us to collaborate. It was refreshing to see her perspective on our DNA, our archive - how she would remix Jimmy Choo. I’m always intrigued by the mindset of the future, there is still so much to exchange.” Sandra Choi, Creative Director Jimmy Choo.

“I really enjoyed collaborating with such an iconic brand as Jimmy Choo, because of its heritage, unique savoir-faire and for its consolidated experience in shoe design and production. Sandra and I had an immediate connection during the creative process; she fully understood my perspective and it was exciting to see how we could merge the two brand’s identities into a hybrid product, that could reflect the feminine aesthetic of JC and our futuristic approach towards practicality and comfort.” Marine Serre, Founder and Creative director MARINE SERRE.

The colour palette is sharp: black, white, tan and red. All styles feature Marine Serre’s leitmotif crescent logo: some an evolution, a bi-color “Half Moon” shape executed on recycled jersey, alongside calf printed with Serre’s all-over Moon. Drawing from the world of high-performance sports, stretch jersey is used for the sock-boots at ankle and calf, and all styles combined their jersey and calf with rubber details in contrasting textures and hues. Inherently feminine, the styles are also dynamic, engineered for movement: walking, running, cycling, designs that are sensual hybrids between sportswear, streetwear and high fashion. The KATO boot, referential to the soft-soled, flexible fabric boots worn for boxing and martial arts, is the most obvious crossover, but all styles borrow from the universe of sports. They add to a reflection of the way we dress - and live - today.

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