Jimmy Choo launches Choo Stories with British singer Olivia Dean, offering an intimate look at her sold-out world tour, exclusive footwear designs and creative collaboration with Sandra Choi.
The relationship between fashion and music has always been a powerful source of inspiration, but Jimmy Choo is taking that connection one step further with the launch of Choo Stories, a new series exploring the personal experiences, defining moments and creative journeys of influential figures. Leading its debut chapter is Olivia Dean, the British singer whose distinctive voice and sophisticated style have established her as one of contemporary music’s most compelling talents.
The project offers an intimate glimpse into Dean’s life during her sold-out The Art of Loving Live world tour, capturing everything from backstage preparations to the moments she steps into the spotlight. Through cinematic footage and candid conversations, the campaign reveals a more personal side of the artist, highlighting the role that fashion plays in shaping her confidence and stage presence.
Rather than presenting a conventional advertising campaign, Jimmy Choo places storytelling at the centre of the experience. The film follows Dean through the rhythm of touring, exploring the dedication required to perform night after night and the importance of creating a wardrobe that combines elegance with practicality.
One of the campaign’s most interesting elements is the collaboration between Olivia Dean and Sandra Choi, Jimmy Choo’s creative director. Together, they have developed a selection of footwear designed specifically for the singer’s performances, balancing the house’s signature glamour with the demands of live choreography.
The collection features several of Jimmy Choo’s iconic designs, including the Amita, Isa, Love Pump and Love Slingback, alongside bespoke creations that reflect Dean’s individual aesthetic.
For the custom pieces, the design team has introduced a vibrant palette of gold, pink and citrus tones, complemented by sparkling crystal embellishments. These details bring a playful dimension to the footwear while maintaining the refined craftsmanship associated with the British luxury house.
However, the collaboration extends beyond aesthetics. Every design has been considered in relation to Dean’s movements onstage, ensuring that the shoes complement her performances rather than restrict them. This approach reflects a growing conversation within luxury fashion about the relationship between personal expression, comfort and functionality.
The film also takes viewers inside Jimmy Choo’s London design studio, offering a rare look at the creative process behind the singer’s tour wardrobe. Conversations between Dean and Choi reveal how individual ideas evolve into finished designs, transforming footwear into an essential part of the artist’s visual identity.
The connection between Olivia Dean and Jimmy Choo began in 2022, establishing a relationship that has continued to develop alongside her musical career. With Choo Stories, that partnership enters a new chapter, allowing the singer to explain what the brand represents to her personally.
“Jimmy Choo is always so spot on – I just think it’s in a league of its own. They make me feel powerful and sexy,” Dean explains.
