Tamara Mellon stars in her own Jimmy Choo ads!

04 January 2011

The new Jimmy Choo fragrance (keep up, will you?) is out, complete with a suitably aspirational looking campaign shot by Inez van Lamsweerde and Vinoodh Matadin and starring . . . Tamara herself!

We imagine the conversation went something like this; “Who in all the world, could be jet set enough, glamorous enough, hell, even English enough to represent the Jimmy Choo brand? Who embodies the essence of the Choo customer, powerful, independent, rich, and still, after all that, sexy?" Err, the brand’s own founder, of course. Tamara isn’t shy about using what we call her ‘feminine wiles’ to boost her brand, as evidenced in last year's shoot with Terry Richardson for Interview magazine.

The idea of a designer perfume using the designer as ‘the face’ of the product is nothing new. Marc Jacobs and even Yves of Yves Saint Laurent have both done it in the nude. The Missoni family put their whole clan in there, and of course, celebrity fragrances sell their product on nothing else. We think the reason for this is that a perfume is so much more of an abstract product, a state of mind, if you please, that a normal model often simply doesn’t have a strong enough identity, so the more photogenic among the world of designers put themselves to work in the posing department. In the case of Mizzz Mellon, because she is so successful and HAWT; we have wondered to ourselves ‘what on EARTH is her secret?’ so many times.  And with that in mind, we’re sure there’ll be a pretty strong market for ladies who would like to smell just like her . . .

-Naomi Attwood


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