mean? Glamour always comes like a boomerang,” she added. Glamour is a running motif in the brand’s winter 2022 campaign shot at the famous hotel, starring Iris Law, Mica Argaňaraz and Stan Taylor, photographed by Angelo Pennetta.The tree has been given the name of The Diamond, a nod to the brand’s regalia-like accessories.
“We chatted and we dissected what it means to use light as a whole idea into the future. It’s about stepping inside the jaw, which I talk about often. Claridge’s is a place of heritage, it’s iconic and for us at Jimmy Choo, we needed to bring that glamour that Claridge’s has,” Choi said. Simplicity and upcycling were at the forefront of Choi and Costin’s ideation when they met to plan the project.
“We produce a lot of stuff and Christmas is one of those times where you’re overloaded with things to bring the festivities alive, but we wanted to minimize the stuff element and have the ability to upcycle certain parts of the tree. We haven’t got there yet, but it’s something we discussed last night. What do we do with the materials and what do they mean to us?” said Choi, who will be hosting a cocktail party at the hotel on Wednesday evening to celebrate the tree commission.
Is it in the metaverse?
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