Interviewing Jimmy Choo. Part1 September London Fashion Week 2025

Interview with Jimmy Choo:

“Knowledge opened up my possibilities — it always allows me to explore more.”

If you truly love this industry, then even if you haven’t reached at its summit, the passion is real. So it always comes back to the core question: Do you genuinely love this industry?

Not long ago, an intern once asked me, “The more I understand about this industry, the less discourse power I have. In fashion, the narrative always belongs to a select few, while the rest can only follow. Do newcomers from ordinary backgrounds still stand a chance?”

My answer was this: “I can understand where that feeling comes from — I think everyone goes through that phase. But speaking from my own experience, I’d sum up my view with the slogan of my own publication: Don’t follow fashion, feel it.”

If you truly love this industry, then even if you haven’t reached at its summit, the passion is real.So it always comes back to the core question: Do you genuinely love this industry?

If the answer is yes, you won’t measure yourself by success or failure — instead, you’ll cherish the process, stay close to your true intention, and honor your own efforts.

Of course, in the glitzy, fame-driven world of fashion, the topic of Nepo Babies is one that cannot be ignored. During the 26SS London Fashion Week, I was invited to the graduation showcase jointly presented by the Berkeley Group and the JCA London Fashion Academy.

I took this very question — one that troubles so many young creatives — to Jimmy Choo himself.

More details from this exclusive conversation follow below.

Professor Jimmy at JCA Fashion Design MA Graduation Ceremony in White City Living, London. September 2025

Interviewer: Let’s kick things off with a little "appetiser"—for JCA, a fashion education institution, what’s the greatest value of partnering with *Berkeley Group, a commercial real estate developer?

Jimmy Choo: In fact, this is our second collaboration. From the very first time we worked together, I recognised its significance—fashion education needs a complete closed loop of market practice. Berkeley doesn’t just offer a venue, it’s more like a window connecting us to the market.

Just imagine: how many parties would proactively give recent graduates the chance to stage a fashion show? Very few. Beyond the runway, students also get to run pop-up stalls. Direct sales conversion is one aspect, but more importantly, they get to hear direct feedback from consumers. People from all walks of life come here to take photos and network—these are experiences you simply can’t learn in a classroom. Building the runway and booths, planning marketing strategies, and closing the B2C retail loop—this is by no means child’s play.

Of course, the location is fantastic too. It’s at White City Living, the sky beach club in West London. The view is stunning, and the space itself serves as an organic carrier for creative expression. All in all, I think everyone had a wonderful time and gained immense benefits.

Interviewer: As you just mentioned, opportunities are incredibly precious for fresh graduates. Having lived in the UK for nearly 40 years, I’m sure you’ve witnessed the fashion industry undergo a complete transformation. Compared to when you first started out, what do you think are the biggest challenges young graduates face today?

Jimmy Choo: I’d say it’s "efficiency" and "keeping up with the times." You know, the past is truly worlds apart from the present. Life used to move at a slower pace, but now everything evolves so quickly—all thanks to the internet. Thanks to powerful social media, a fashion show starting at 3 PM can go global by 5 PM, reaching audiences not just in the UK, but across the world. And the rise of AI is accelerating this even further. But that’s life—you have to keep up! The wave comes fast, so we have to swim faster; everything needs to be innovated and renewed, right? That’s why, to this day, I still travel around the world for inspiration.

I still run the bridal and evening wear brand The Atelier with my nephew, and we’ve staged shows in Barcelona and New York. This isn’t just to chase trends—I want to bring back living, international perspectives to my students. These experiences are just as valuable as what they gain interning in our workshops.

"To cultivate a tree takes ten years; to educate a person takes a lifetime." Starting a successful fashion school isn’t easy—we need patience and time. Even four or five years pass in the blink of an eye. We’ve invested heavily in funding and manpower to ensure the school operates healthily and develops sustainably, but I firmly believe "quality over quantity" is the key. So we don’t blindly expand our scale; our core mission is to help intelligent, eager-to-learn students gain more knowledge and go further in their careers. Fortunately, we’ve built a solid reputation, which is a great comfort to me—I truly care about these kids.

I just got back from Hong Kong recently. The Hong Kong Trade Development Council (HKTDC) invited five of our master’s students to showcase their collections at CENTRE STAGE 2025 (Hong Kong International Fashion Week). They covered all expenses, including accommodation, and provided trade show booths. This gives the students a chance to see the world and gain invaluable first-hand experience. Before the event, I stayed in close touch with them, so I could be there whenever they needed help. I love this "collaboration" with the students—watching them seize opportunities in the end is incredibly rewarding.

Interviewer: Exactly. Short-form videos and global live streams have shrunk the runway into a screen that fits in the palm of our hands. With the world evolving at such a rapid pace, seizing opportunities is clearly no easy feat—especially in today’s hyper-competitive society. So how do you view the relationship between collaboration and competition among designers?

Jimmy Choo: I’d like to answer with two Chinese idioms: “将心比心” (jiāng xīn bǐ xīn) and “推己及人” (tuī jǐ jí rén), which both mean “Treat others as you would like to be treated.” If you treat others with kindness and respect, that goodwill will always come back to you.

(to be continued in part2...Interviewing Jimmy Choo. Part 2 SeptemberLondon Fashion Week 2025)