Jimmy Choo’s new bridal campaign, titled ‘The Rules of Engagement’, presents Gabbriette as a contemporary bride who breaks protocol and turns the walk down the aisle into a statement of style.
The classic image of the romantic, ethereal bride takes a back seat in Jimmy Choo’s latest proposal. The brand has chosen Gabbriette, one of the internet’s most influential muses, to front its bridal campaign at a particularly symbolic moment: the year of her own wedding to Matty Healy, frontman of The 1975. The blend of rock aesthetics, irreverent attitude and fashion sensibility transforms this into far more than a traditional footwear campaign.
Under the title ‘The Rules of Engagement’, the house delivers a clear message: challenge the established codes of bridal dressing. Rather than following the conventional script of the perfect bride, Gabbriette embodies a woman who prioritises self-expression over social expectation. The result is a visual narrative that merges contemporary romance, creative freedom and a carefully measured dose of rebellion.
The campaign’s name itself acts as a manifesto. These “rules” are not imposed traditions, but ironic principles defined by the protagonist. Among them are lines such as “one pair of shoes is never enough”, underscoring the central role of footwear in the story, alongside more heartfelt reflections like “it’s about love and looking beautiful, but mostly about love”. This balance of wit and sincerity reframes the wedding as a space for authenticity.
Photographed by Mark Kean and styled by Vanessa Coyle, the imagery radiates strength and femininity. The aesthetic avoids predictability: no saccharine romance or overworked backdrops. Instead, the camera focuses on Gabbriette’s presence — her direct gaze, her confidence — and the way each accessory integrates seamlessly into her identity.
Jimmy Choo’s bridal collection this season reinterprets wedding footwear through a contemporary lens. The line-up includes sculptural heels, metallic finishes, shimmering embellishments and satin textures that add depth and character. Details take centre stage: reimagined bows, precisely placed crystals and sharp silhouettes that elongate the figure without compromising wearability.
Beyond aesthetics, the campaign reflects a broader cultural shift. Modern weddings no longer adhere to a single formula. A new generation seeks ceremonies that reflect their individuality, musical influences, lifestyle and personal understanding of love. In this context, selecting Gabbriette as the face of the campaign feels deliberate. Her hybrid identity — spanning fashion, music and digital culture — resonates with an audience that values authenticity over traditional perfection.
Her relationship with Matty Healy adds an additional narrative layer. Together they represent a union that blends rock, fashion and pop culture. Yet the focus remains on constructing a bride with a distinct voice — one who walks towards the altar with confidence, attitude and unmistakable style.
With ‘The Rules of Engagement’, Jimmy Choo does more than unveil a bridal collection; it proposes a new way of approaching commitment rituals. The brand strengthens its position within contemporary luxury by embracing a narrative that fuses empowerment, bold aesthetics and romance free from cliché.
In a bridal market seeking reinvention, this campaign marks a shift. The bride is no longer a fixed archetype. She is a protagonist with agency, personality and — perhaps most importantly — a pair, or several pairs, of shoes that reflect exactly who she is.
-380x380.webp)
