Jimmy Choo is embracing the slower pace of the British countryside for its Summer 2026 men's campaign, unveiling a new chapter fronted by flower grower and model Alfie Nickerson alongside his dachshund, Wolfie. The campaign continues the house's ongoing "Creators" series, which spotlights individuals working across different creative disciplines.
Photographed among flower fields and sprawling greenery, the campaign captures a distinctly British summer mood. Nickerson, founder of Burnt Fen Flowers, serves as the focal point throughout a series of images and video content, bringing his connection to floristry into the visual narrative. Flowers feature prominently throughout the campaign, influencing both the setting and the collection itself.
The accompanying Summer 2026 collection explores classic menswear and footwear through a seasonal lens, combining traditional shoemaking techniques with updated materials and contemporary detailing. Floral motifs appear throughout the range, acting as a recurring design theme across multiple silhouettes.
Among the standout releases is the Eliot Slipper, which arrives in a hand-woven leather construction for the new season. Elsewhere, the Meadow Sandal offers Jimmy Choo's take on the fisherman sandal, complete with an English rose-inspired buckle detail. Formal footwear comes in the form of the Vine Lace Up, a heeled Oxford featuring floral accents incorporated into the sole design.
Casual options are also represented through an updated version of the Diamond Maxi Trainer, one of the brand's most recognisable sneaker models, which returns with a woven upper. Accessories play a key role too, led by the Bar Holdall, a large carryall finished with the label's signature Bar hardware, alongside a selection of new eyewear styles.
The campaign was developed under the direction of Sandra Choi, with photography by George Muncey and styling from Guy Miller. Together, the creative team presents a collection that draws inspiration from the natural world while offering a fresh interpretation of British summer dressing.
Take a look at the new collection from Jimmy Choo above and be sure to shop the collection online now.
