From British royalty to Hollywood stars, Jimmy Choo's luxury shoes have been worn by countless celebrities on red carpets around the world.
Choo opened the academy in 2021, offering students a bachelor's or master's degree in entrepreneurship in design and brand innovation — with business a key part of the program.Students learn about marketing and PR and write business plans with the aim of starting their own"micro" fashion enterprise after graduation, according to a description on the
The academy 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 the students' collections were exhibited and on sale last week.
Sustainability is a focus for the students. Many of the clothes were produced from deadstock or second-hand fabrics, while some were made to be modular with zips or bows allowing sleeves or trouser legs to be added or removed for different occasions. Choo suggested designers could use the offcuts from the production of luxury garments to make more affordable pieces.