Jimmy Choo unveils the latest member to its growing fragrance family – Illicit. The new perfume is described as a modern floriental and combines notes of ginger, bitter orange, jasmine, honey and amber. Sandra Choi, Jimmy Choo's creative director says that Illicit is "daring" and "It's punchy – it's almost like a young woman becoming the Jimmy Choo woman."

22-year-old singer Sky Ferreira embodies that same woman, and is revealed as the face of the new fragrance. "I love the fact that she embodies the side that is daring, that she's a little bit experimental, she's finding herself – but at the same time there's a side of her that is tough but sweet," Choi said of Ferreira.

Shot by Steven Klein, the ad shows Ferreira wearing a swimsuit and silver (Jimmy Choo –  of course) heels and clutching an oversized bottle of Illicit. An online film will also debut, starring Ferreira covorting around L.A.

"The way people look at me, they think, 'Oh, like, grungy teenager,' and I'm 22 years old now, and people still look at me the way I was when I was 16 years old," said Ferreira. "I wanted to do something maybe a little more sophisticated. I wanted to see a different side of me, I guess." 

Illicit will launch in the UK and US in September, with Europe following suit where it will launch in an exclusive partnership with Sephora in ten countries. Stay tuned for news of its UAE arrival later this year.

Jimmy Choo Debuts Illicit