JIMMY CHOO

Image courtesy of JCA

Shoes and Success Through Solid Foundations

Though positioned at ground level, shoes are far more than mere accessories. Often a reflection of one's style sensibility, they enhance any outfit — physically and metaphorically elevating us. From ancient Egypt, Greece, and Rome to the modern era, footwear has long symbolised social status. Over time, figures like Marie Antoinette, Imelda Marcos, and Marilyn Monroe have become synonymous with our collective shoe obsession. One thing is certain: if you are a shoe lover, you can never have too many pairs.

Words by Leigh Maynard

Beyond their aesthetic appeal, great shoes embody a delicate balance of craftsmanship, form, and function — after all, even the most striking design is futile if, as the saying goes, the shoe does not fit. Few understand this better than Professor Jimmy Choo, the visionary designer who redefined modern footwear.

This is our first in-person conversation (our last one took place virtually in 2023). Now that my feet are firmly in view, I find myself pondering my shoe choice and whether it measures up to this icon's standards. Thankfully, Professor Choo's affable persona allays my footwear fears. His warm, direct approach speaks to both his success and amiability — qualities clearly underpinned by unwavering drive and passion. With these traits, it is easy to see how Jimmy Choo transformed his astonishing talent into a multi-million-pound footwear empire.

Professor Choo understands that a strong foundation is essential to creating timeless designs — shoes that endure and define elegance. His design philosophy, which blends style and comfort, has revolutionised the luxury footwear market. By marrying high fashion with exceptional craftsmanship, he has elevated his creations to symbols of quality, sophistication, and status, rendering them a favourite among celebrities and shoe aficionados worldwide. Such is the influence of Professor Choo's work that he even has a single named after him.

This global appeal began with humbler roots on the Malaysian island of Penang. Professor Choo reflects on those formative years and the lasting impact they have had on his career and design sensibilities. “When I was young, I grew up in a shoemaking family. I watched my father and others make shoes, and I saw how people thanked my father for his work. So, I thought, if you can make shoes nicely, people will be happy, and you can have a comfortable living.”  He may not have known then just how much of an understatement that last line would become.

One of the less tangible yet defining elements of Jimmy Choo’s footwear is considered craftsmanship. “My father taught me patience. He was a designer and worked with craftsmanship, mainly doing design cutting. He always said to be patient because designing a shoe is like designing a building. You need to understand the foundation and the materials, be patient, and learn." It is a lesson that has served him well, offering a steadfast foundation from which his creativity could flourish — one he sought to expand in Europe, aided by his homeland’s colonial history. "I think Malaysia is a multicultural country. We used to be a British colony. So, from Malaysia, we are fortunate because we have a lot of cultures, including Chinese, Malay, Indian, and many European [influences]. So, we see many things, such as culture, different people, and fashion. Penang is very British, you know? A lot of people from Penang went to English schools. They cannot write Chinese or read Mandarin. So, when I came to England, it was easier for me to enrol in college."

Leaving his island homeland, the young designer moved to another — this time with his parents, who believed in and invested in his vision. In the UK, he enrolled in Cordwainers, one of the country’s most prestigious institutions, renowned for its leather craftsmanship and footwear design. There, he honed his skills and laid the foundation for what would become his luxury brand. 

Image courtesy of JCA

After graduating in the early eighties, Professor Choo established his first workshop in a converted hospital building in Hackney. Just eight years later, his work caught the attention of Vogue. As if that was not enough to solidify his design destiny, an endorsement from Princess Diana soon followed, cementing his place in the luxury footwear world. His elegant, handcrafted designs soon earned the admiration of celebrities and became staples among fashion’s most discerning insiders.

What truly set Professor Choo's designs apart was not only their beauty, but the thoughtful foundation behind every pair — shoes that comfortably empowered women to walk taller and prouder in both their style and sensibility. This core philosophy propelled the designer, and the Jimmy Choo brand, into one of the most recognisable names in luxury footwear. His commitment to quality craftsmanship and empowerment continues to attract loyal fans around the globe. 

Having sold his shares in the brand in 1996, Professor Choo shifted his focus to personal projects. By 2001, he was designing bespoke, handmade shoes for private clients. He explains that the personal principles instilled by his father remain central to his work and the client experience. “When people say the shoes are comfortable and they've never worn such comfortable shoes before, it makes me happy. It's because we measure feet and make sure the shoes fit well. Personal service and fitting matter.”

His current focus lies firmly on nurturing the next generation. In September 2021, he launched JCA | London Fashion Academy to empower aspiring designers and entrepreneurs through courses in footwear, fashion, and business. “I've always wanted to have my own academy to pass on my skills and knowledge. Working with the British Council, I travelled to promote UK education, and I wanted to start JCA to train young designers and give back to the community.”

Professor Choo recognises that many academic programs fall short when it comes to developing business acumen and industry connections. JCA  | London Fashion Academy equips students with a comprehensive toolkit, combining mentorship, craftsmanship, and innovation. For Professor Choo, it is deeply personal: “Education is very important to me. Passing my skills and knowledge to the new generation is my legacy. Every award I receive represents my level of achievement and contributes back to society." He also underscores the importance of honest feedback: “The design is essential, including fabric, pattern cutting, and fitting. Everything must be right and stand out, like a shop window that makes you stop. Honest feedback and guidance are crucial for young designers.”

While he is no longer involved with the Jimmy Choo brand, his legacy looms large in the world of luxury footwear. And though he may have hailed from one, Professor Choo embodies the expression: 'No man is an island.' His journey has been shaped not only by personal vision and talent, but by connection — family, mentors, clients, and now, the students he empowers through his academy. He continues to foster talent through the philosophy passed down from his father — support, patience, and craftsmanship. Professor Jimmy Choo is not only as iconic as the shoes that bear his name but also a testament to hard work, skill, and vision.

As we conclude our conversation, his parting words perfectly capture his enduring mission: “Thank you. It's been a pleasure. Let's continue to support new generations in fashion and design.”

It is his inspiring work at JCA | London Fashion Academy that may well become Professor Jimmy Choo's most meaningful legacy. A master creator and devoted mentor, he is changing the face of luxury design through the power of philanthropy. And with his ongoing commitment to nurturing the designers of tomorrow, he ensures that the art of craftsmanship lives on in those who follow in his footsteps.

Discover the full editorial inside The Islands Issue 14. Purchase your copy here.