Interviewing Jimmy Choo. Part 2 SeptemberLondon Fashion Week 2025

At JCA, we foster what I call a “family culture.” I tell my students: whether you’re from China, South Korea, Japan, Malaysia, Singapore, Indonesia, or Thailand—once you’re at JCA, you’re part of one family. Graduation isn’t an end; it’s just a new way to grow together. Knowing how to interact with people is the foundation of entrepreneurship. If you can’t get along with your classmates, how will you lead a team or handle client relationships in the future? After all, you’ll always be working with artists—everyone has different ideas, and kindness and sincerity are the best communication skills. Having an open mind also gives you the chance to learn so much more.

I even remind the students who recently held successful shows to stay humble and avoid complacency. So why think, “How can I be better than others?” Instead, I ask: “How can we learn as much as possible?” I never consider myself superior to anyone else, but I know my strengths—and I’m more than happy to share those skills and knowledge.

JCA MA Graduation Runway at White City Living, London. September 2025

In fact, this applies worldwide: designers should be kind to one another. Don’t worry about others imitating you—having a unique talent is a blessing. If you’re capable, share generously. When you exchange ideas and learn from each other, you’ll all progress together. If someone copies you, it means you’re doing something right—they want to follow your lead. Maybe one day they’ll surpass you, but that’s okay. You once guided them, and that’s an achievement in itself.

Interviewer: I deeply admire everything you’ve shared—truly touched by this spirit of humanistic care. The topic of competition we discussed may seem like a stress test in the workplace, but it’s more about one’s personal life philosophy at its core.

Jimmy Choo: I couldn’t agree more. It all boils down to how we manage our inner selves. Why do we have to overcomplicate the world? Why can’t people care for and cherish one another, building a solid foundation together—both economically and spiritually? Why choose jealousy? Everyone is someone’s parent or child; we all grow from innocent kids into adults. We need pure, caring relationships to truly feel the beauty of life.

Interviewer: That’s such a warm and inspiring sentiment. Emotional imbalance often stems from a sense of psychological gap, and the fashion industry is undoubtedly a vanity fair. In an environment intertwined with nepotism and privileged backgrounds, the topic of "Nepo Baby" has been trending in recent years. So, for children from ordinary families who still hold a deep passion for the fashion industry, how do you think they should pursue self-growth?

Jimmy Choo: “Hard work, confidence, and perseverance”—I’m living proof of that. When I first arrived in the UK, I had nothing—no fame, no connections, and very little money from my father back in Malaysia. I can’t recall if it was £15,000 or $15,000, but either way, it wasn’t enough to get by.

I made shoes in an old workshop, which I think used to be part of a hospital building. Who would want to come to a place like that? It was terrifyingly remote. Opportunities don’t just fall into your lap—you have to go out and seize them. I had to hunt for chances, starting with weekend markets: Elephant & Castle on Saturdays, *Petticoat Lane on Sundays—anywhere there was a crowd.

I learned to observe what others were selling: mostly affordable, good-value items, because you can’t sell expensive things at markets. So I priced my shoes at £5 to £9 a pair. Of course, I wanted to sell them for £50, but no one would have bought them—I had no name back then, no “Jimmy Choo” label like I do now! But first, I had to survive. Those were just basic sandals, and I could sell 50 pairs a week—that’s how I made a living.

Jimmy Choo: Later, I got the chance to make shoes for London Fashion Week. People started noticing me—they said my shoes were great, but I still didn’t have a "name" for myself. After that, I set up stalls with other designers, nothing grand or glamorous.

Then I got incredibly lucky: ****Kate Phelan from VOGUE called me, saying she wanted to feature my work. But back then, I was still just a "shoemaker," not a "designer." Shoe buyers were still fixated on pieces from established, named designers, but I didn’t rush—I took it step by step.

Later, I went to Australia for talks and attended countless breakfast events—Sydney, Melbourne, Perth, Canberra... Some mornings, over 500 people showed up for the 8 AM sessions, standing barefoot as I shared my story and philosophy. That’s how I built my reputation, little by little. The rest, as they say, is history.

So it all comes down to patience and perseverance. If you’re willing to work hard, you can achieve anything you set your mind to. I don’t just design shoes, or create gowns for The Atelier—I chose to dive into education at this stage of my life.

Knowledge opened up possibilities for me; it let me keep trying new things. So here’s my advice: If you truly believe in yourself, hunger for knowledge, and keep going—you’ll make it.

(*The interview was conducted by Stella Shi and directed by Alex Xie)

*Berkeley Group x JCA London Fashion Academy Graduate Show Collaboration

During London Fashion Week Spring/Summer 2026, JCA London Fashion Academy successfully staged its 4th Master’s Graduate Show at White City Living—Berkeley Group’s iconic St James development—on September 19th at 4 PM. Art directed by internationally acclaimed footwear designer Professor Jimmy Choo, five JCA master’s graduates unveiled their boundary-pushing, narrative-driven, and experimental new collections against the breathtaking backdrop of London’s first residential sky beach club.

A one-of-a-kind penthouse beach club in West London, White City Living’s innovative venue and unique character make it an organic canvas for creative expression. Founded by renowned Chinese-Malaysian footwear designer Professor Jimmy Choo, JCA has emerged as a pivotal platform for emerging talents. By constantly expanding the horizons of fashion education and offering comprehensive support to the next generation, this collaboration embodies the shared vision of both parties for innovation, quality, and immersive experiences.

**Elephant & Castle

Nestled in Southwark (South London Zone 1), Elephant & Castle is a major transport hub adjacent to the south bank of the River Thames. Its name traces back to an 18th-century pub of the same name, which stood at the crossroads between the villages of Walworth and Newington—later giving the area its identity. In recent years, as part of London’s urban regeneration plan, it has become a key development zone, boasting new residential buildings, commercial facilities, diverse immigrant communities (Latin American, African, and Asian), and university campuses (including University of the Arts London).

***Petticoat Lane

Located in London’s East End, close to Spitalfields and Brick Lane, Petticoat Lane encompasses key streets including Middlesex Street and Wentworth Street. Originally a rural path named Hog Lane in the 17th century, it evolved into a marketplace for second-hand clothing and affordable goods by 1608. The influx of Huguenot (French Protestant) and Eastern European Jewish immigrants later established it as a major hub for clothing manufacturing and retail in London. Since the 1970s, immigrants from India and East Asia have injected fresh vitality, cementing its status as a multicultural fashion nexus.

****Kate Phelan

Born in 1964, Kate Phelan is one of Britain’s most influential fashion stylists and creative editors, hailed as a defining force behind "modern British aesthetic." Her visual language emphasizes authenticity, confidence, and streetwear sensibilities. She has held the position of Creative Director at Topshop and Harvey Nichols, shaping the direction of global fashion retail.