Hailey Bieber Steals the Spotlight in Jimmy Choo’s Glamorous Fall 2021 Campaign

Photographed by Pierre-Ange Carlotti in Los Angeles and released in September 2021, Jimmy Choo’s Fall 2021 campaign positioned Hailey Bieber at the center of a collection built around saturated color, embellished footwear, and statement accessories.

Rather than focusing on a single hero style, the campaign highlighted several of Jimmy Choo’s signature designs, including the crystal-trimmed Saeda pumps, the pointed Nicole pumps, the Leroy sock boots, and the velvet Chad knee-high boots. The accompanying Bon Bon bucket bag also emerged as one of the brand’s defining accessories of the period.

Hailey Bieber in yellow mesh and suede Nicole pumps shows off Jimmy Choo’s latte and black satin star houndstooth print Bon Bon mini bag (Credit: Pierre-Ange Carlotti / Jimmy Choo)

The Fall 2021 collection remains a useful snapshot of Jimmy Choo’s design direction during the early 2020s, blending jewel tones, stretch boots, crystal details, and sharply pointed silhouettes.

Hailey Bieber Showcases Jimmy Choo’s Saeda Pumps, Chad Boots, and Bon Bon Bag

One campaign image features Bieber wearing Jimmy Choo’s red velvet Chad knee-high boots, styled with a metallic slip dress and a coordinating handbag, drawing on the sleek, minimal styling that influenced fashion imagery in the early 2000s.

Hailey Bieber flaunts her legs in red velvet knee-high Chad boots (Credit: Pierre-Ange Carlotti / Jimmy Choo)

Another shot within the fall 2021 campaign sees Bieber wearing 4-inch satin fuchsia Saeda heels, which feature a delicate crystal anklet chain.

Hailey Bieber flaunts her legs in fuchsia satin Saeda pumps decorated with a delicate crystal honey chain that suspends a single crystal and gently adorns the ankle like jewelry (Credit: Pierre-Ange Carlotti / Jimmy Choo)

Another look pairs a black bodysuit with Jimmy Choo’s fuchsia satin Saeda pumps, whose crystal ankle chain became one of the brand’s most recognizable design details during the period.

Hailey Bieber wears white stretch bonded fabric Leroy sock boots with crystal embellishment (Credit: Pierre-Ange Carlotti / Jimmy Choo)

Elsewhere in the campaign, Bieber models the new ‘Nicole’ mesh pumps in yellow and the ‘Leroy’ white sock boots.

Hailey Bieber shows off her feet in sharply pointed Nicole pumps made from bright yellow mesh and suede (Credit: Pierre-Ange Carlotti / Jimmy Choo)

These shots have Bieber standing next to a pool, with the Los Angeles skyline in the background.

Hailey Bieber as Jimmy Choo’s Fall 2021 Ambassador

Jimmy Choo’s Creative Director, Sandra Choi, explained that Bieber “is the embodiment of the Jimmy Choo spirit today – glamorous, sexy, alluring, daring, and confident”.

The model and socialite encapsulate the modern DNA of Jimmy Choo, which is increasingly targeting a younger demographic and new customers. Bieber has previously modeled in ads for Tommy Hilfiger, Ralph Lauren, and Guess.

Blurring the lines between shoes and jewelry, Jimmy Choo’s Saeda pumps in fuchsia satin are true showstoppers on the feet of Hailey Bieber (Credit: Pierre-Ange Carlotti / Jimmy Choo)

In a promotional video for the brand’s Instagram, Hailey is asked about her most daring look, how many shoes she owns, and the three words she would use to define Jimmy Choo.

Her answer? Chic, fun, and wearable. We couldn’t agree more, Hailey.

How Hailey Bieber Helped Spotlight Jimmy Choo’s Signature Footwear

By 2021, Jimmy Choo was balancing established icons with newer silhouettes aimed at younger luxury shoppers.

Hailey Bieber’s campaign featured several styles that have remained closely associated with the brand, including the crystal-embellished Saeda pumps, the Bon Bon bag, stretch sock boots, and sharply pointed evening shoes.

Hailey Bieber wears a white turtleneck dress and matching sock boots that match like a glove (Credit: Pierre-Ange Carlotti / Jimmy Choo)

The campaign also reinforced Jimmy Choo’s longstanding connection to celebrity culture, following decades of visibility through figures ranging from Princess Diana to Carrie Bradshaw in Sex and the City.

Hailey Rhode Baldwin Bieber with Jimmy Choo’s Bon Bon bucket bag that’s defined by a drawstring chain and metal tassels (Credit: Pierre-Ange Carlotti / Jimmy Choo)

Jimmy Choo’s Fall 2021 campaign captured a moment when crystal embellishments, saturated colors, sock boots, and sharply pointed pumps defined the brand’s aesthetic. While some campaign pieces—including the Nicole pumps, Leroy sock boots, Chad velvet boots, and star houndstooth accessories—have since been retired, other design signatures introduced or popularized during that period remain part of Jimmy Choo’s collection.

As of July 2026, styles available through retailers such as Farfetch still reflect many of the themes seen in the campaign, from crystal-trimmed Saeda pumps and Bing mules to newer releases including the bead-embellished Lova mules and wedges, Azia sandals, Love pumps, Romy heels, Diamond sneakers, and seasonal Jelly ballet flats.

Hailey Bieber’s role in Jimmy Choo’s Fall 2021 campaign marked a natural progression rather than a first introduction to the brand.

Years before becoming the face of Jimmy Choo, she was already wearing the label on the red carpet, stepping out in the house’s signature Pearl platform sandals at several high-profile events, including the 2017 MTV Video Music Awards and the 2017 Revolve Awards. She later embraced the brand’s towering Max platform sandals at the Billboard Music Awards, further cementing her association with Jimmy Choo’s eveningwear aesthetic.

Hailey Bieber’s 2017 Golden Globes After-Party Look Featured Jimmy Choo Platform Sandals

By the time she fronted the Fall 2021 campaign, Bieber’s connection to the house had expanded beyond red-carpet appearances to an ambassadorial role showcasing crystal-trimmed Saeda pumps, velvet Chad boots, Nicole pumps, and the Bon Bon bag.

Her appearance at the 2017 InStyle and Warner Bros. Golden Globes after-party in Los Angeles serves as an early example of a relationship with Jimmy Choo that spans nearly a decade.

Hailey Baldwin copied Kim Kardashian’s wet hair look at the InStyle and Warner Bros. Pictures 2017 Golden Globes after-party held at the Beverly Hilton Hotel in Los Angeles on January 8, 2017 (Credit: Adriana M. Barraza / WENN)

During the 2017 awards season, Hailey Baldwin embraced the sleek wet-hair trend that was prevalent on red carpets at the time.

She paired the look with an embellished Elie Saab gown and Jimmy Choo platform sandals at the InStyle and Warner Bros. Golden Globes after-party held at the Beverly Hilton Hotel in Los Angeles on January 8, 2017.

Hailey Baldwin shows off her feet in Jimmy Choo platform sandals (Credit: Adriana M. Barraza / WENN)

The American model wore a gorgeous off-the-rack dress from Elie Saab’s RTW Spring/Summer 2017 collection.

Even though the dress wasn’t custom-made, the Elie Saab masterpiece screamed haute couture with its sequined bodice and chiffon skirt.

The daughter of Kennya and Stephen Baldwin dressed up her gown with jewelry from Lorraine Schwartz and a pair of Jimmy Choo copper platform sandals.

Hailey Baldwin pairs an embellished blush Elie Saab Spring 2017 gown featuring a plunging neckline and thigh-high slit with metallic Jimmy Choo platform sandals (Credit: Adriana M. Barraza / WENN)

From Red-Carpet Sandals to Campaign Icons: Hailey Bieber’s Jimmy Choo Journey

From metallic platform sandals at the 2017 Golden Globes after-party to crystal-trimmed Saeda pumps, velvet Chad boots, and the Bon Bon bag in the Fall 2021 campaign, Hailey Bieber’s relationship with Jimmy Choo reflects the brand’s evolution over the past decade.

Whether leaning into glamorous evening dressing or spotlighting newer statement styles, her appearances capture many of the silhouettes that continue to define Jimmy Choo’s modern identity.

Explore more celebrity looks, red-carpet moments, and signature Jimmy Choo designs below.