When Jimmy Choo, dressed in a blue checked shirt and black suit, walks into the interview room, the media group, which has waited for 30 minutes, sighs in relief and excitement. Yet, before they can throw their questions at the London-based luxury fashion designer, he raises one of his own: "Why are all the journalists present young ladies?"
And that immediately melts the ceremonious air into relaxed laughter. The answer to Choo's question is quite simple, though. What woman does not crave a pair of his hand-beaded or stitched, personalized pair of sandals, mules, boots or wedding shoes? But not until that moment do the capital's reporter-admirers find Choo so expressive and approachable, quite unlike what they had imagined.
His second visit to Beijing comes as VIP spokesperson for the British Council to promote British education to international students. He has played this role voluntarily and worldwide for nearly a decade. The fashion guru also delivered a series of Smart Talk lectures on creative entrepreneurship in Beijing, Hangzhou, capital of Zhejiang province, and Shanghai this week.
Of Hakka descent from Guangdong province, Choo speaks a Cantonese-accented Mandarin rapidly, sprinkled liberally with English and Cantonese words. He wears an avuncular smile and his plain-spoken grace and sense of humor are clearly evident as he takes questions.
He praises a female reporter's straw hat and asks if he would look equally good with a hat to cover his baldness. He sketches on paper when pushed for suggestions on what to look for when purchasing a stylish and comfortable pair of shoes.
Another reporter asks how he would design wedding shoes for Chinese girls, and the salesman in him shoots to the fore as he sidesteps the specifics, declaring that he will not only provide made-to-order services but also arrange a wedding and honeymoon in his homeland, Malaysia.
Choo received the title of Dato, equivalent to a British Knighthood, from the head of his hometown in the State of Penang in 2004.
The media also seized the moment to seek his comments on the Jimmy Choo, London, ready-to-wear line, which he launched in partnership with the late Tom Yeardye in 1996. He sold his entire stake in the business in 2001 and has since concentrated on the exclusive couture line that he established in 1986.
These sassy Jimmy Choo high heels are perfect for your festive party look. [ China Daily ]
"My late father always told me that if you've lost it, just let it go, no need to cry over it, and be broad-minded," he replies.
The reporters' focus was on a recent announcement by Jimmy Choo, London, that it is creating a limited-edition collection for the bargain merchant H&M. It has had many people wondering if it is aimed at helping the high-end market survive the economic crisis, or simply at rescuing small-wallet purchasers.
"If I meet Tamara Mellon (daughter of Mr Yeardye and president of Jimmy Choo, London), I will say hello to her and congratulate her for having brought the company and the brand to its current success," he says.
Choo doesn't dwell much on shoemaking techniques at a master class for dozens of students from the Beijing Institute of Fashion Technology. Instead, he chooses to inspire the youngsters with stories of his early struggles in his made-to-order workshop, an old hospital building that he rented in East London.
He sold
"Newspahis hand-made fabric slippers at a nearby market to support himself, before his designs and craftsmanship were noticed by the fashion world. People talk with great relish about how an unprecedented 8-page editorial of a 1988 issue of Vogue magazine, which featured Jimmy Choo couture shoes, made him famous overnight and a sought-after designer; they may not know that even after that, Choo lived a demanding and rough life for several years.
pers and magazines flocked to offer pages dedicated to my shoes, but without any payment. I had to raise money by designing and making wedding shoes," he says.
For the first few years, he worked from 7 am to 2 or 3 pm, from Monday to Sunday, and survived on instant noodles. It was only when the business got better that he would drop by Chinatown restaurants with his workers to eat chicken.
"I must have eaten too much as I often dream of being chased after by chickens," he laughs.
Besides excellent craftsmanship, he tells aspiring designers to be courteous and tolerant if they want to be successful. And if possible, he advises, go traveling to meet different people and also derive inspiration from different sources.
"The largest group of international students in Britain used to be Japanese, and now it is Chinese students. I know many of them are already professional designers in China and create beautiful designs. I believe Chinese designers will grow into a conspicuous force in the near future," he says.
Choo's creations have adorned the feet of royalty, celebrities and pop stars alike, including Gwyneth Paltrow, Kylie Minogue, Michelle Yeoh and the late Princess of Wales, Diana, whom Choo refers too often.
He nostalgically recalls the first shoes, a red high-heeled pair, he made for "Lady Diana" and the sleepless nights he spent before being received by her. "She was committed to promoting Britain's designers. She helped me a lot," he says with obvious gratitude.
No Chinese celebrity is right now on Choo's couture list, but he is sure of future cooperation, especially as more Chinese stars become known internationally.
Choo has many trophies under his belt including those from his hometown. In 2006, he was presented a lifetime achievement award at Malaysia International Fashion Week. A year later, he received Special Recognition from the Ministry of Culture, Arts and Heritage, Malaysia.
To live up to those honors, he plans to set up a design institute, a shoemaking factory and an education scholarship foundation in Malaysia. "I still have a long way to go. I am learning new things every day," he says humbly.
( China Daily , Beijing, July 24, 2009)
