Jimmy Choo is mentoring and inspiring up-and-coming fashion designers
How he's paying it forward and nurturing the industry's next generation
Jimmy Choo at the JCA London Fashion Academy.
JCA London Fashion Academy
Words by Pooja Shah
Soft afternoon light filters through a boutique's floor-to-ceiling windows as a bride steps forward, her breath catching as she sees the line of Jimmy Choo heels on display. Each stiletto is a work of art; crystal-encrusted pumps glimmer with possibility, trendy platforms and satin-finished heels in soft blush and ivory.
The heels evoke the same electric excitement that A-list celebrities feel on the red carpet when donning the luxury craftsmanship behind Jimmy Choo shoes. But, the story of the man behind the eponymous brand is even more captivating than the footwear itself.
In 1996, the brand was born from a collaboration between the Malaysian-born Jimmy Choo, a skilled cobbler and fashion designer from Penang, Malaysia, and British Vogue accessories editor Tamara Mellon. Choo, trained in shoemaking by his father, created handmade shoes in London's East End, meticulously crafting each pair with an artisan's precision.
"He was my teacher who taught me that skills are to be shared with others and my legacy is nurturing the next generation."
What began in a tiny workshop in 1986 transformed into a global luxury empire a decade later. Choo was more artist than businessman, creating exquisite, made-to-order shoes for his clientele around the world, which became equated with red carpet glamour and bridal elegance. As an Asian man in the industry, Choo’s mission was to build a personal brand that started off catering to and then recognized by a European audience, and quickly expanded globally. “Having studied in the U.K., I began to understand the culture and what was suitable for a European demographic. Asia back then was not as advanced as it is now. London had all the top notch machinery that helped me train and establish my art and be accepted when I first started,” he tells JoySauce.
A lot has changed since Choo’s cobbler days, especially in the ever-evolving world of fashion. “Fashion is not what it used to be back when I used to watch my father make shoes. Now, with the widespread use of the Internet and AI technology, fashion progresses too quickly so whatever you do has to be done fast to meet the demand,” he adds.
In the curated space of the JCA Retail Gallery, a student-led retail store that is part exhibition and part pop-up store in the heart of London, Choo leans forward and shares his desire to pay it forward. "My father was more than a shoemaker," he says. "He was my teacher who taught me that skills are to be shared with others and my legacy is nurturing the next generation." This philosophy has become the heartbeat of Choo's latest mission: Nurturing the next wave of design talent through the JCA London Fashion Academy.
This isn't just another educational institution. It's a transformative space where emerging designers are invited to discover not just technique, but their unique artistic DNA. The academy stands as a testament to Choo's belief that true innovation comes from understanding one's roots, while daring to reimagine the future.
To commemorate several years of work, JCA recently hosted a "Reflections" fashion show, which celebrated the journeys and identities of its students. Thousands of aspiring designers, many from the Asian diaspora, have sought a place within this hallowed institution and a handful of them have been able to exhibit their hard work.
A curated group of the academy's current undergraduate and graduate students, alongside alumni from the past three years showcased their designs and the lessons they learned from concept development to execution, building customer relationships and successfully launching their brands.
Take Christina Huang, for instance. Influenced by her Chinese mother who bought her first sewing machine, Huang blends technology and luxury in her pieces. “I feel that the perfect balance of technology and luxury fashion is to ensure that the technology used doesn’t take the focus away from the overall look, but create a deeper understanding of the story you want to tell,” she says. She has also integrated her product design background to fuse properties and materials across different arts; though her pieces are handcrafted, they focus on focal structures on the shoulders.
Fellow student Rajgauri Pawar’s brand draws inspiration from structure and architecture, reflected in tailored fits, with meticulous attention to detail. Her workwear line emphasizes power dressing through structured blazers, power suits, and elegant dresses and she offers a wide range of sizes, and customizable options. “Growing up around an array of Indian textiles through my mother’s wardrobe, I was most captivated by Paithani silk, a heritage fabric authentic to my roots in India, that is known for its silk base and hand-woven zari borders. I aspire to reimagine Paithani in a modern context, experimenting with its potential in evening wear and workwear,” she shares.
Fashion is often cyclical, and Choo’s students incorporate this, while still focusing on sustainability and inspiration from artisanal crafts. Sabine Hussain’s brand Shaandaar Design Studio draws inspiration from hand-embroidered textiles, vibrant hues, and timeless South Asian patterns. Her appreciation for artistry and craftsmanship, coupled with her experience in luxury fashion, allows her to create Indo-western wear that celebrates modernity and tradition.
Choo’s allure is not just in the shoes that bear his name, but his ability to pass on the symbolic torch to ensure that the flame of creativity continues to be sparked. “I want the students to believe in me and to believe in themselves. I want my students to make a name for themselves and to use these connections to create a new vision for the future of fashion,” he says.
Published on January 2, 2025