Yes, you heard me. I’d like you to smell me. Especially when I’m wearing my Jimmy Choo.
No. Not the shoes silly. Though one wouldn’t blame another for immediately thinking of the footwear by the brand that’s been made famous by Tamara Mellon. Tamara Mellon OBE. Tamara Mellon, OBE and CCO. That would be Order of the British Empire AND Chief Creative Officer. Not only does she wear those titles well. She’s also not too hard on the eyes.
Does this woman have it all? Seems it. And for two years of her life, she was also dating Christian Slater. Hmph.
Anyway …..when she co-founded the brand about 15 years ago, she dreamt of FULLY accessorising women and capturing their hearts. Whether it was through their feet with the help of carefully-crafted shoes, on their shoulders with beautifully-created handbags or around their necks and shoulders with colourful scarves, the brand, with Tamara’s help, seems to have achieved world domination through its accessories. It’s been immortalised in hits like Sex and the City and The Devil wears Prada. Not one red-carpet has missed the heel imprint of a Choo. Not one Hollywood A-Lister has missed out on being seen in a Choo. The brand has become so famous that you don’t even need to tell people you’ve got Jimmy Choo’s on. All you have to say is:”They’re Choo’s.” Full-stop.
So as you can imagine, I was very pleased when I was requested to host the South-East Asian launch of Jimmy Choo, The Fragrance. It is a natural progression I suppose. All the major, and not so major, brands have fragrances (most of the big, and not so big, celebrities do too). It allows them to tap into a market of customers who wouldn’t neccessarily be able to afford their other products. In this case; Choo shoes and handbags. With a fragrance priced significantly lower than larger-ticket items, one can feel like they’ve bought into the world of luxury. Without breaking the bank.
The event was held at the top of Orchard Road, at ION Sky. Luxuriously-draped columns in pale-pink organza and plush white sofas and poufs, lent an air of sensuality … which is exactly what the fragrance was created to exude. A sensual scent for the modern woman. I suppose the “traditional” woman could indulge in it as well.
With a fruity top-note, a floral middle-note and a woody base-note, Jimmy Choo, The Fragrance is something that will take you from day to night with much ease. And who better to front the fragrance campaign than Ms. Mellon herself.
She’s what the Jimmy Choo woman is all about. She lives, breathes, eats and loves like a Jimmy Choo woman should. As a mother, style-icon and business woman, her world evokes the essence of the Jimmy Choo brand, with its focus on luxury and style. The advertising campaign was shot in New York by the leading fashion photographic partnership of Inez van Lamsweerde and Vinoodh Matadin. Draped in a soft-pink snake-print wrap-dress, Tamara looks amazingly sexy against a backdrop of rich, dark wood. The murano-inspired bottle acts like an object of desire to any woman … one that will be kept even long after the fragrance is gone.
