Jimmy Choo has redefined the parameters of its menswear identity with the launch of its ambitious Spring 2026 campaign, eschewing traditional celebrity endorsements in favor of a curated selection of global cultural innovators. This strategic move signals a decisive evolution for the luxury house, positioning its men’s line not just as a producer of fine footwear, but as a nexus where heritage craftsmanship intersects with contemporary artistic expression.
The campaign features a dynamic trio of multidisciplinary figures: Motofumi “Poggy” Kogi, a Japanese sartorial legend newly appointed as the brand’s Men’s Style Curator; Devon Turnbull, the Brooklyn-based artist renowned for his high-fidelity sound systems under the moniker Ojas; and Teppei Kojima, the visionary behind Tradman’s Bonsai. Shot on location across Japan, the campaign is an intimate celebration of their individual creative journeys, designed to embody the multifaceted spirit of the modern Jimmy Choo man—a figure characterized by discerning taste, expressive style, and a profound appreciation for materiality and craft.
The New Vision: Heritage, Updated
Under the guidance of Creative Director Sandra Choi, the Spring 2026 collection is built on a foundation of "twisted" classicism. Choi’s objective was to create a men’s wardrobe that marries the brand’s deep roots in traditional British shoemaking with a fresh, contemporary sensibility, heavily influenced by the meticulous nature of Japanese sartorial culture.
"This Jimmy Choo menswear collection is a celebration of the soul of the brand: our roots in craft, and our role in shaping contemporary culture," Choi stated, emphasizing the blend of past and present. "I wanted a wardrobe for men that combines tradition with the now, pieces shaped by the artisan hands and construction expertise that characterizes Jimmy Choo, but with these classic men’s styles twisted."
This twisting manifests in contemporary proportions—subtly exaggerated soles, innovative material finishes, and unexpected textural contrasts—that breathe new life into classic men’s silhouettes such as the Derby, the Brogue, and the Loafer. The collection serves as a visual dialogue between London’s established formality and Tokyo’s cutting-edge street elegance.
Poggy: Formalizing the Curatorial Edge
Central to this new direction is the formal appointment of Motofumi “Poggy” Kogi as the Jimmy Choo Men’s Style Curator. Poggy, known globally for his distinctive blend of formal tailoring, streetwear elements, and signature wide-brimmed hats, is a defining voice in contemporary global fashion. His previous tenure as a key buyer for influential Japanese retailers, including United Arrows, gave him an unparalleled perspective on the evolution of luxury menswear.
Poggy’s relationship with Jimmy Choo is not new; he was involved in buying the first men’s collection and collaborated with the brand and artist Eric Haze in 2021. His new role involves a collaborative partnership with Sandra Choi, where he will help shape the aesthetic direction and perspective of the men’s division.
"I’ve always loved taking classic men’s styles and adding a playful twist," Poggy remarked about his new mandate. "Together with Sandra and her team, I’m excited to help shape the new vision for the men’s collections."
His presence in the campaign, where he models the elegant Rowan Brogue Derby in a rich brown finish, immediately validates the collection’s core message: that formal footwear can be expressive and deeply personal. The brogue, typically a symbol of British formality, is presented through Poggy’s lens as an element of modern, cross-cultural dressing. Choi noted that Poggy’s continuous input ensures the collection feels "totally in the here and now. It is heritage, updated."
Devon Turnbull (Ojas): The Craft of Materiality
The selection of Devon Turnbull, known artistically as Ojas, reinforces the campaign’s commitment to authenticity and craftsmanship across different disciplines. Based in Brooklyn, Turnbull has cultivated a devoted following by hand-building bespoke, esoteric audio systems and sculptural works of art. His work is characterized by meticulous construction, high-grade materials, and a deep philosophical respect for analog processes—qualities that mirror the foundational ethos of luxury shoemaking.
Turnbull’s inclusion speaks to the Jimmy Choo man’s intellectual curiosity and appreciation for the convergence of art, technology, and fashion. His dedication to craft, whether in wiring a high-fidelity speaker or designing a sculptural piece, finds a parallel in the detailed construction of the Spring 2026 footwear.
In the campaign, Turnbull is featured wearing the Buff Fringe Loafer in black. This shoe itself is a perfect example of the "twisted" classicism Choi described, taking the traditional silhouette of a fringed loafer and updating it with contemporary bulk and finish, appealing directly to a sophisticated audience interested in streetwear aesthetics but demanding high-end fabrication.
Teppei Kojima: Cultivating Modern Tradition
The final member of the trio, Teppei Kojima, brings a unique perspective rooted in ancient Japanese tradition—reinterpreted for the modern age. As the founder of Tradman’s Bonsai, Kojima is an artisan dedicated to reinterpreting the centuries-old art of bonsai. His work involves meticulous, long-term cultivation and a commitment to bridging the deep heritage of the art form with new, often minimalist or industrial, presentation methods.
Kojima’s practice is a metaphor for the entire Spring 2026 collection: taking something timeless and giving it a relevant, contemporary form without sacrificing its essence. His meticulous approach to reinvention perfectly aligns with the season’s focus on high-quality forms made modern.
Kojima models the Rowan Derby Boot in brown waxed calf leather. The robust, lace-up style emphasizes durability and enduring construction, suggesting that quality and classic structure are the roots from which contemporary style flourishes.
Collection Highlights: Beyond the Brogue
The Spring 2026 men’s collection extends far beyond its celebrated formal styles, ensuring a comprehensive wardrobe for the modern man. Key categories show technical innovation and material luxury:
- The Rowan Family: Serving as the backbone of the formal offerings, this family includes the Rowan Brogue Derby and the Rowan Derby Boot. Crafted from high-quality waxed calf leather, these styles showcase Jimmy Choo’s expertise in structured footwear, updated with subtly aggressive sole units and refined material treatments.
- The Loafers: Alongside the Buff Fringe Loafer worn by Turnbull, the collection features several slip-on styles that focus on comfort and effortless elegance, often incorporating innovative leather treatments and metallic hardware.
- Advanced Sneakers: The collection debuts the Diamond X II sneaker, an evolution of the brand’s popular Diamond line, known for its multifaceted, sculptural sole. More strikingly, the Diamond Flex sneaker introduces a collapsible heel feature, reflecting a practical, travel-friendly design element that nods to casual luxury and flexibility.
- Resort Footwear: For warmer climates, the Shenton Espadrille and the Cove Sandal offer high-end, relaxed alternatives, built with the same meticulous attention to detail as the formal shoes.
- Accessories: Complementing the footwear, the collection expands its accessories line with functional yet luxurious leather goods. The Bar Holdall Biker Leather bag offers a rugged, sophisticated travel option, while the Bar Vertical Tote provides a streamlined, modern silhouette for daily use, reinforcing the collection’s focus on essential, elevated forms.
By choosing these three cultural forces—the fashion curator, the audio artist, and the bonsai master—Jimmy Choo has successfully framed its Spring 2026 collection as a testament to authentic, multi-layered creativity. This campaign is not merely a showcase of new shoes; it is a declaration that the future of luxury menswear lies in collaborating with those who genuinely shape culture, ensuring that the brand’s heritage is not just preserved, but dynamically propelled into the future. The full collection is now available globally, marking a significant milestone in the ongoing evolution of the Jimmy Choo men’s narrative.