Prof. Jimmy Choo and his Fashion School

A legend in the world of fashion, Jimmy Choo made himself a name as a King of Shoes, a master of stilettos, masterfully crafted to fit and make every woman’s step flawless and easy on their paths to achieve their life goals. Though he officially retired from his namesake business in 2001, selling 50% of his shares and passing the reins to his business partner Tamara Mellon and his niece Sandra Choi (Mellon left the company in 2011, whereas Choi still designs for the brand, it’s a family affair, after all), Jimmy Choo doesn’t plan to stop learning and working any time soon. Three years ago he opened a fashion school of his own name in London, Jimmy Choo Academy (JCA). Thus, he created a unique program, mixing both design skills and business knowledge, to form the industry leaders of tomorrow. We met with Professor Jimmy Choo in London, where he invited us backstage to discover his students’ graduate collections, which were part of the official London Fashion Week schedule.  

Tell us more about the show. Why did you choose St. Mary’s Church in Marylebone? And how do you feel about your students showing their graduate collections on the official LFW Schedule?

This year, our MA cohort is focused on sustainability, with handpicked designers presenting nearly 100% sustainable collections. The grandeur of St. Mary’s Church in Marylebone provides a perfect backdrop that complements the elegance and significance of these sustainable designs. Having my students showcase their graduate collections on the official London Fashion Week (LFW) schedule fills me with immense pride and excitement. It’s a remarkable achievement that reflects their hard work, creativity, and growth as designers. Being part of such an event gives them exposure and a platform to introduce their vision to the global fashion industry. It's an incredible opportunity for them to gain exposure, build connections, and take the first step in their careers. I am thrilled to see them shine!

The course is called in a quite modern way “MA Fashion Entrepreneurship in Design & Brand Innovation”. Could you explain to us why for you it was so important to bring entrepreneurial skills together with design skills and some knowledge in branding?  

I learnt my design skills from my father, who was a shoemaker in Malaysia, so I could say that designing shoes is in my DNA (smiles). But it was London, where I moved to study at the Cordwainers College in the 80s, that taught me the business side of fashion. I want to pass on my experience to my students and want to teach them that it's important to learn entrepreneurial skills to sustain in this industry. We don't just create designers at Jimmy Choo Academy (JCA), we establish them and train them to run their independent brands. They need to know how to design, manage PR, understand technology, and effectively sell their products — only then can they truly succeed as fashion entrepreneurs.    

Why did you decide to open Jimmy Choo Academy? And what has been the biggest challenge in this project?  

My family always taught me the importance of giving back to society. I believe that the JCA is my way of sharing my experience and knowledge with the next generation. Being surrounded by such talented young students fills me with immense pleasure. At JCA, sustainability is at the core of our values. Still, the biggest challenge has been fueling designers' creativity within the constraints of sustainable practices, as it offers a more limited range of options. However, this challenge also pushes them to innovate, which is very important in today's fashion industry.

What is the best piece of advice for someone who is starting his fashion business in an uncertain economic climate? 

To both my students and anyone starting out in fashion, I advise them to keep learning. Learn something new every day! You need to be versatile — knowing how to design, manage PR and communications strategy, present and sell their products, and handle technology innovations. Only by mastering all these aspects can they succeed in the fashion business today. Continuous learning and adaptability are key to thriving in an uncertain economic time.

You were born in Malaysia but built a successful fashion career in London. What makes London so special? And how did you fall in love with the city?

London has always been the perfect intersection of business and design, which has resulted in it being one of the top fashion capitals of the world. London taught me how to sell my products, navigate the business side of fashion, and carve out my place in the industry. When I opened my first store here, I got to experience this all first-hand. I will always be grateful for the opportunities London has given me. Brexit or not, the city's dynamic fashion scene, cultural diversity, and openness to new ideas, such as sustainability (there are so many projects that take place at the moment!), make it a special place for anyone looking to build a successful career in fashion. And then there is the royal family, the brands they wear are seen by people across the globe. I worked with Diana, Princess of Wales, for seven years, she was one of my most loyal clients even before I officially opened my very first store in 1996.

One of the most important parts of the education process is the people, who surround us and who we meet along the way. Who have been your mentors and people who helped you learn to be better in what you do?

My father was my mentor throughout my journey; he taught me everything I know about design. I am very grateful to be part of his legacy and to carry forward the knowledge and skills he passed on to me.

This year, LFW is celebrating its 40th anniversary. What have been your biggest highlights of London fashion since all these years?  

Opening the JCA in London was a dream come true for me, and it has been one of the biggest highlights of my journey in London fashion. You know, it took us time. The Academy was a project that I started talking about almost 20 ago with my business partner and JCA Co-Founder, Stephen Smith. It took a while to come to fruition, but mostly because we wanted to take our time and get it right. Once we found the inaugural campus at 20 Hanover Square, we knew that time had arrived.Life is funny: our building is looking over what was the Vogue UK offices, who gave me my very first eight-page feature (British Vogue’s accessory editor Tamara Mellon later became the co-founder of Jimmy Choo brand - ed. note).

So, we started JCA in 2021, and watching it grow every year and producing such grand shows has been incredibly rewarding. I love how London supports emerging talent, and seeing my students make strong strides in the industry and being part of London Fashion Week is truly the highlight of my fashion journey.

What’s your vision of the future of JCA? How are you planning to develop it? Any new programs?

Joining me as new partners this year are my niece and shoe designer Lucy Choi and model and actress Faiza Khan, alongside our Patron of the Arts, British educationist, thought leader, sociopreneur, and philanthropist Sarwar Khawaja. The four of us are equally keen to be a part of change and innovation in education. We’re continuously innovating and developing new programs to stay at the forefront of fashion education.

Courtesy: Jimmy Choo

Text: Lidia Ageeva