Jimmy Choo at a graduation show for students at the JCA London Fashion Academy, the design and business program he founded in 2021.
Dave Bennett | GCA London Fashion Academy | Getty Images
From British royalty to Hollywood stars, countless celebrities have worn Jimmy Choo luxury shoes on red carpets around the world.
Now Cho is helping the next generation of fashion designers follow in his footsteps, by opening a boutique Online store Selling clothing and accessories made by students and graduates of its design program, JCA London Fashion Academy.
“My father always told me, 'If you have the knowledge and skills, if you pass on your legacy, the younger generation (can have) all the skills and knowledge as well,'” he told CNBC. Cho was born in Malaysia, where his father taught him how to make shoes by hand.
Zhou opened the academy in 2021, offering students a bachelor's or master's degree in entrepreneurship in design and brand innovation – with business being a core part of the programme.
“It's very important…(to help them) start a business, to know how to sell,” Zhou told CNBC.
Students learn about marketing and public relations and write business plans with the goal of starting their own “small” fashion business after graduation, according to the description on Academy website.
“Even the most talented fashion designers will fail if they do not have business acumen,” Zhou said in a press release.
JCA London Fashion Academy designer Olivia Black said the 'War with the Environment' collection aims to highlight the 'battle' that needs to happen to combat sustainability issues. Pictured is a model in one of Black's pieces at a fashion show on November 28, 2024.
Dave Bennett | GCA London Fashion Academy | Getty Images
The academy has also opened a temporary physical location – the JCA retail gallery – on the ground floor of the upscale White City Living development in west London, where student collections were displayed and put on sale last week.
“The idea of launching this was to give (students) a platform to sell their work without having to pay what you would normally pay to (rent) a retail (store) and give them that opportunity to speak to the general public,” said Olivia Black, an academy graduate and co-curator of the exhibition. JCA Retail The retail space has been awarded to the academy by real estate firm Berkeley Group.
Black said Cho provided feedback on her eponymous fashion brand during its creation, and advised her to develop the idea for her brand's logo — an eagle. “He always says, like, focus on something that makes the garment really stand out,” Black said.
Sustainability is a focus for students. Many garments were produced from dead or used fabrics, while some were made to be modular with zippers or brackets that allowed sleeves or trouser legs to be added or removed for different occasions. Zhou suggested that designers use leftovers from luxury clothing production to create affordable pieces.
Eleanor Hunter, a graduate of the JCA London Fashion Academy, named her brand “Mean George” after her grandfather, a World War II spy. A model wears a Hunter piece at a fashion show on November 28, 2024.
Dave Bennett | GCA London Fashion Academy | Getty Images
Last year, McKinsey predicted this generation Artificial intelligence could add $150 billion And $275 billion in operating profits for the fashion and luxury sectors by 2026. What does Chu think about artificial intelligence and its impact on the fashion industry? He said AI was useful for student exercises, or for translating messages from Chinese, but warned that it should not be used for everything.
“Because people can see, if you use AI, everything will be the same,” he said. “You can use it as a guideline, but not 100 percent to take it and do everything. Otherwise, you've lost your skill,” Zhou said.
Cho studied at Cordwainers College of Shoes in London in the early 1980s, and created shoes to show at London Fashion Week later that decade. Cho told CNBC that Vogue journalist Kate Phelan saw his designs and called him and said, “Jamie…we want those shoes.” The magazine ran a multi-page article about his shoes, and Cho found a client in Diana, Princess of Wales in the 1990s.
Chu sold his 50% stake in the shoe company that bears his name When the company was valued at £21 million In 2001 and The brand is now owned by Capri Holdingswhich he bought in A deal worth $1.35 billion In 2017.
