Winona Ryder, the Ultimate ’90s Goth Girl, Fronts New Jimmy Choo Campaign

Violet Goldstone

August 28, 2024 at 5:00 PM·2 min read

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Winona Ryder, who helped define ’90s fashion, is the face of Jimmy Choo’s chic fall 2024 campaign.

Dressed in scarlet, black, and cream, Ryder exudes cool goth style in the images. “Winona is iconic in her style and her acting,” said Sandra Choi, the label’s creative director, in a statement. “Her films and her aesthetic are symbolic of the decade that shaped Jimmy Ch o o’s early years as a brand. Winona’s talent combined with her individuality and ‘90s legacy felt perfect to represent this collection,” she added.

The actress wearing a biker boot inspired by the brand's archive.

For fall, Choi dipped into the archives for inspiration, and she told FN in February at Milan Fashion Week that the ’90s was very much a backdrop. “As designers, we always take the temperature of where fashion is, and the feeling now goes back to day one of Jimmy Choo, Choi said.

Revived footwear styles include a sexy pointed toe pump with lace-up detailing as well as an edgy biker boot with plenty of attitude.

Newness takes shape in an oversized tote and additional colorations of the brand’s Cinch handbag, which features a diamond clasp and drawstring closure. Architectural eyewear is also on display, highlighting Ryder’s perfectly undone smudged black eyeliner.

The edgy shoot nodded to Ryder's personal style, as well as that of her "Beetlejuice" character, Lydia Keetz.

While the campaign is authentic to the actress’s personal style, it also recalls that of her role in “Beetlejuice” as style icon Lydia Keetz, perhaps in a nod to the film’s upcoming sequel “Beetlejuice, Beetlejuice,” where Ryder will reprise her role.

In July, Jimmy Choo revealed its new partnership with Chinese actress and singer Victoria Song, who was named global brand ambassador. Song first began working with the brand in 2018, when she was appointed brand ambassador for the Asia Pacific region.