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Distributed: Jan 6, 2011

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Sydney, Jan 6, 2011 (Global Fashion Wire) - Jimmy Choo prepares to launch its very first fragrance, simply named 'Jimmy Choo', which features the entrepreneurial co-founder Tamara Mellon as the face of the fragrance campaign.

With the fragrance set to be launched Mid-January, the first campaign images reveal Mellon in an alluring and seductive pose, photographed by the renown fashion photographers Inez van Lamsweerde and Vinoodh Matadin, capturing the quintessential essence which the Jimmy Choo brand upholds.

The Jimmy Choo woman is epitomized by the alluring ad campaign in which Tamara Mellon's head is tilted back, open chest fragranced with Jimmy Choo and clothed in a sensuous dress softly falling from her shoulders as she clutches the enticing new perfume bottle. Commenting on the campaign Mellon said "We wanted something that reflected what was in the bottle, something empowering but also sensual and soft".

Fragrance is the latest of Jimmy Choo ventures, as it evolves into a lifestyle and luxury brand expanding into jewellery, men's shoes and watches, further enhancing its products and services to the Choo clientelle.

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