Jimmy Choo: High-heeled, well heeled (2)

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Actress Nicole Kidman is the face for Jimmy Choo latest ad campaign. (China Daily)

"The brand has a side that everyone knows which are Hollywood and red carpet glamour. It is a strong and very visible side of our brand but there is another huge side of the Jimmy Choo woman which is the empowered working woman," explains Denis.

"That is where the popularity of our biker boots comes in. The Japanese customers have totally embraced this biker feeling and rock 'n' roll attitude. They are crazy about our boots and crazy about pieces that have a rock attitude. This combination of sexy and rock is what we have at this point.

"We are also a brand that does not have any logos or any distinct details associated with our shoes. No obvious branding is a value which I think is very important and present for now, which is more luxurious."

As Jimmy Choo once said, "The right shoe can make everything different".

"These classic products which women wear to the office are important and we are proud to be associated with the fact that we make beautiful shoes for women to wear to work … That is the side I really like in China. There is an importance to the status of the Chinese woman," Denis says.

"There are a lot of similarities between the US and China in terms of respect and empowerment of women which is not seen in many other countries."

This customer and her lifestyle greatly influenced Jimmy Choo's designer in her decision to sign actress Nicole Kidman for this season's new print and video advertising campaign.

"Nicole Kidman is very trans-generational," says Denis, qualifying Choi's choice. "If you look at strong actresses right now who have longevity, intelligence and worldwide aura, they are all about the same age. Magazines tell you 40 is the best age for a woman.

"It is a powerful age and those women are great examples, one of them being Nicole Kidman."

The campaign is indeed unexpectedly glamorous, produced and shot like a film noir, with enough danger and a rock 'n' roll attitude to inspire current customers and sure to attract new ones of all ages.

"Shoes follow fashion and clients are sensitive to that. These fashion sensibilities are the same all over the world with the differences perhaps only in sizes and color depending on skin tones."

It is too early to tell what styles will be popular with Jimmy Choo Men's since the brand just started selling in Japan two years ago, followed by a shop in London that opened early this year.

However, Denis is quick to point out that the changing lifestyle of men wearing more casual fashion drives the collection. "Our male customer is sophisticated and casual," says Denis. "He goes from sports shoes with a strong twist to slippers which are cool for comfort and appearance. The men's line is moving in a very interesting manner. I believe no one wears ties so it's all about the shoes. Now men take so much better care of themselves and what matters are the shoes and the watch."

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