Jimmy Choo has unveiled its new bridal campaign, The Rules of Engagement, starring Gabbriette. The campaign presents a modern vision of bridal style rooted in confidence, individuality, and self-expression. Gabbriette, who is engaged to Matty Healy and is preparing for her wedding later this year, brings authenticity. Through a playful video concept, she introduces a tongue-in-cheek list of seven guiding principles on wedding etiquette, shifting the focus away from traditional expectations and toward personal style and joy.

Shot by photographer and director Mark Kean and styled by Vanessa Coyle, the campaign imagery highlights Gabriette’s distinctive succubus-chic aesthetic while showcasing new designs from the Jimmy Choo 2026 Bridal Collection alongside signature house styles.

Courtesy of Jimmy Choo

The SACORA sandal features approximately 1,969 pearl details, while the AURELIE combines pearl and crystal accents with romantic lace. Likewise, signature designs such as the SAEDA pump, known for its elegant anklet detail, and the fully embellished AZIA, finished with approximately 5,453 stones, reinforce the brand’s commitment to glamour and craftsmanship.

In addition, new styles expand the bridal offering further. The FAIZ pump explores the sculptural quality of lace, while the FAYA introduces a bold red satin silhouette finished with a grosgrain bow and JC monogram seal, inspired by vintage love letters. Accessories complete the modern bridal wardrobe, including the BON BON bag presented in ivory satin and pearl embellishments, designed to be worn and cherished well beyond the wedding day.

Photography by Mark Kean