Ad Campaigns
Jimmy Choo unveils the Autumn 2024 campaign starring Winona Ryder
Mumbai: Jimmy Choo unveils Winona Ryder as the face of the Autumn 2024 campaign featuring the latest collection, Glamour Refined. Photographed and conceived by Paris-based art director, Ezra Petronio, the campaign evokes the pared-back style and cultural reset of the late ‘90s; as embodied by Winona – an icon, then and now.
The campaign presents a series of striking visuals and moving images, with a minimal set, referencing a gallery-like space ensuring an acute focus on Winona and the brand’s seasonal signature footwear, bags and eyewear collection as the primary subject.
An Academy Award-nominated actress, known for her groundbreaking roles in films such as Beetlejuice, Edward Scissorhands, Heathers, Little Women, Reality Bites, The Age of Innocence, Girl Interrupted, Black Swan, the upcoming Beetlejuice Beetlejuice and the hit Netflix TV series, Stranger Things, Winona Ryder brings her unparalleled charisma and depth to the campaign. Her confident presence and beguiling charm draw the viewer into her world. The campaign’s clean aesthetic and laser focus creates a strong emotional connection; it’s a study in perception and perspective. The casting of Winona is a testament not only to her talent as an actress but to her enduring style influence that continues to inspire a timelessly edgy elegance.
“Winona is iconic in her style and her acting. We were both in our early 20s during the 1990s. Her films and her aesthetic are symbolic of the decade that shaped Jimmy Choo’s early years as a brand. Winona’s talent combined with her individuality and ‘90s legacy felt perfect to represent this collection,” said creative director Sandra Choi.
Autumn 2024 itself is a collection of twisted classics that hark back to the formative years of Jimmy Choo, mining the house’s rich heritage to restate its codes and identity. From archival styles that have been remastered – including the laced Scarlett pump and an evolved biker boot, Brooklyn, to new designs such as the oversized butter soft leather Diamond Tote and new iterations of the Cinch bag.
This exploration of identity is reinforced by the dynamic use of post-box red, a literal and metaphorical red thread applied to both product and brand logo, and in the form of a playful BTS video featuring Winona Ryder. The Autumn 2024 collection is available now at jimmychoo.com and at stores in India.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
