In a landmark fusion of high-performance sport and luxury fashion, British design house Jimmy Choo has unveiled a strategic partnership with Amna Al Qubaisi, the pioneering Emirati racing driver who made history as the first Arab woman to compete in Formula E. The collaboration was formally announced by Jaime Wynn, President of Jimmy Choo, during a panel discussion at the prestigious World Sports Summit, held at Madinat Jumeirah.
The forthcoming campaign, scheduled for release in late January, represents a significant shift in how luxury brands engage with athletic ambassadors. Wynn articulated this evolving strategy, stating, ‘Luxury brands are transitioning from being perceived as inaccessible to becoming intentional and carefully curated. Through partnerships with elite athletes like Amna, we are creating that essential gateway.’
This alliance highlights the growing convergence between the worlds of elite motorsport and high fashion, while simultaneously celebrating a monumental figure in Middle Eastern sports history. Al Qubaisi’s groundbreaking achievements in the male-dominated racing world have established her as an inspirational figure and a symbol of progressive change.
The partnership signals Jimmy Choo’s commitment to aligning with individuals who embody both excellence and barrier-breaking accomplishment, rather than traditional celebrity endorsements. This campaign is poised to showcase how performance footwear and luxury design can intersect with the dynamic, high-octane world of electric racing.