choo Jimmy Choo Gets on the Street Style Train

Caroline Issa, Jessica Joffe, Caroline Issa for Jimmy Choo. Photo: Mr. Newton

Street style is the juggernaut that can’t be stopped, and more brands are looking for a piece of the action. The New York Times announced yesterday that it will be expanding its street style coverage with a biweekly video series, and today, Jimmy Choo launched a site with street style photographer Mr. Newton, Choo 24:7 Stylemakers.

Remniscent of Burberry’s successful Art of the Trench site, which launched in 2009 with the help of The Sartorialist’s Scott Schuman, the Choo 24:7 Stylemakers website invites visitors to submit images of themselves wearing Jimmy Choo shoes and accessories. A selection of those images will be featured on the site, supplemented by Mr. Newton’s photos of Choo 24:7 ambassadors—and street style stars—Caroline Issa from London and Jessica Joffe from New York. More ambassadors from Milan, Antwerp, Paris, Los Angeles, and Tokyo are expected to be named over the next year.

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