Jimmy Choo and Sailor Moon partner up to recall childhood dreams

Jimmy Choo and manga Pretty Guardian Sailor Moon have collaborated on a capsule collection, championing their shared values of bold individuality, zeitgeist-defining imagery and female empowerment.

Characterised from its inception as girl’s comics, femininity and female power is at the heart of Pretty Guardian Sailor Moon. The collection aims to translate qualities of the magna to a capsule of footwear and accessories themed around the key characters – the "Sailor Guardians" including Sailor Mercury, Sailor Mars, Sailor Jupiter, Sailor Venus, their mentor cat Luna and Sailor Moon herself.

“Pretty Guardian Sailor Moon is a unique global phenomenon – a manga and anime that resonates, bridging cultures and languages, speaking to different generations, bringing us all together. That is what drew me to this project, to celebrate 30 years of Pretty Guardian Sailor Moon through this collaboration," said Sandra Choi, creative director of Jimmy Choo.

Jimmy Choo has introduced part of the collaborated items among the entire collection such as boots in pink, blue and green colour, as well as high heels in orange and red color respectively. The colours of each footwear in the collection define each style with their unique personae and individual traits inspire design treatments. 

"Being able to work so closely with Naoko Takeuchi (author of Sailor Moon) has been so inspiring. This collaboration underscores our shared values not just of female empowerment but for fashion’s ability to inspire inclusivity and individuality through personality and self-belief. The notion of transformation via fashion is central to Naoko Takeuchi, and clothes play a vital role in the identity of her super heroines, especially their shoes, the most powerful transformer you can step into,” Choi added.

The collaboration began with an exclusive tribute to the Pretty Guardian Sailor Moon – a made-to-order, limited edition Sailor Moon boot in June last year. The design is an in-real-life (IRL) version of Sailor Moon’s transformation look with each pair encrusted with about 19,000 Swarovski crystals. The fuchsia-colored boot was complete with a crescent moon jewel at the top in addition to a 10-centimeter-tall kick heel, maintaining the original look of Jimmy Choo’s classic shoes. It debuted at the Pretty Guardian Sailor Moon Museum at the Roppongi Museum, Tokyo.

“I am extremely happy that the characters and stories that came from my imagination are now loved by many people around the world. What has always been truly important to me is the youthful, pure imagination and power of the young girls. I believe that the Jimmy Choo brand also has these qualities. It is a cool brand that I love,” said Naoko Takeuchi, author of Sailor Moon.

The collection will be available globally with exclusive partners including Harbour City store in Hong Kong, China World Mall in Beijing, Isetan in Tokyo and Selfridges in London. Iridescent fixtures inspired by the Pretty Guardian’s dazzling transformations, life-size Luna cats and colourful scenes from the manga series, as well as pieces from the limited-edition capsule collection will be available in Harbour city store.

Alongside the fashion range, Jimmy Choo has collaborated with DJ Honey Dijon, a American DJ, to create two original tracks inspired by Sailor Moon.

MARKETING-INTERACTIVE has reached out to Jimmy Choo for additional information.

Photo courtesy: Twitter account @saintdemie

Related articles:

Harbour City dives deep into sustainability with eco-public art exhibition
Harbour City unveils festive campaign to drive footfall
Harbour City looks to launch more stores amidst retail sales recovery in HK
Valentino Beauty says opening world-first store at Harbour City a strategic decision