By Jessica Ye (Jessica Yap)
British floriculturist Alfie Nickerson and his dachshund, Wolfie, are the unlikely stars of Jimmy Choo’s latest menswear campaign.
Titled Summer in Bloom, the Summer 2026 campaign swaps the usual beach clubs and Mediterranean coastlines for the lush greenery of the British countryside. Surrounded by flowers and sprawling gardens, Nickerson brings a relaxed charm to the imagery as Jimmy Choo continues its ongoing “Creators” series, spotlighting individuals whose work is shaped by creativity and craftsmanship.
The setting feels particularly fitting. Nature has long served as a source of inspiration for the House, and here it provides both the backdrop and mood for a campaign that celebrates the slower, quieter pleasures of summer.
Developed under the direction of Sandra Choi, with photography by George Muncey and styling by Guy Miller, the campaign draws inspiration from the natural world while offering a fresh interpretation of British summer dressing. The result feels relaxed and authentic, balancing countryside charm with Jimmy Choo’s signature sense of polish.
Nickerson embodies a different kind of Jimmy Choo man. Confident without trying too hard, his personal style feels rooted in the landscape around him, bringing an easy sense of authenticity to the campaign.
The collection itself builds on classic menswear foundations while introducing subtle twists in material and detail. Italian craftsmanship meets British shoemaking tradition in a line-up designed to move effortlessly between different occasions and environments.
Among the standout styles is the ELIOT SLIPPER, reimagined this season in hand-woven leather. The MEADOW SANDAL offers a contemporary take on the fisherman sandal, finished with an English rose detail on the buckle that echoes the floral theme running throughout the collection.
For dressier occasions, the VINE LACE UP Oxford is distinguished by floral detailing on the sole, while casual looks are anchored by the DIAMOND MAXI TRAINER, one of Jimmy Choo’s signature men’s styles. Accessories include the BAR HOLDALL travel bag with its distinctive hardware, alongside a selection of new sunglasses.
While many summer campaigns focus on jet-set glamour, Summer in Bloom takes a more grounded approach. By placing flowers, craftsmanship and the British countryside at the centre of the story, Jimmy Choo delivers a refreshing take on summer menswear that feels both contemporary and unmistakably British.
