He’s veritably one of the world’s most famous shoe designers. Fashion royalty. Iconic. It was absolutely exciting that Jimmy Choo had ventured out to our part of the world, more specifically to Lahore.

Observing from social media’s vantage point, his trip seemed to be a busy one. One saw him at a fancy dinner, surrounded by Lahore’s social set. His niece, Lucy Choi, accompanied him and they seemed to have posed — endlessly — with the guests at the dinner. One couldn’t blame the guests — one is bound to get star-struck when in the same room with a man of Jimmy’s stature.

Lucy and Jimmy also evidently visited some of Lahore’s finest ateliers. One saw pictures of him at the glamorous Faraz Manan studio and, then, surrounded by the colourful artistry at The House of Kamiar Rokni and with designers Nilofer Shahid and Rehan Bashir Jalwana.

I too got my own fan moments with the Malaysia-born designer, albeit by virtue of a pixelated Zoom call since I live in another city. Sitting at the other end of the camera, Jimmy wore a bright red coat and a flat-brimmed hat. This was his first time in Pakistan, he said, and Lahore was so beautiful and the food was great.

As one of the world’s most famous shoe designers, his work, knowledge, humility and altruism has been inspirational to many around the globe. He was recently in Lahore doing what he does best: learning. Icon caught up with him on his visit…

At 76, Jimmy Choo’s focus is primarily on ‘giving back’ to society, something that he emphasised repeatedly during our conversation. Having stepped away from his eponymous label back in 2001, he had been part of various educational initiatives before finally founding the Jimmy Choo Academy (JCA) in 2021. “My father always used to say that, once you learn a skill, you have to give back to society by passing on that skill to others,” he says. “Otherwise, it will just die away.”

Lucy Choi — Company Director at the JCA — sitting next to Jimmy adds, “The JCA provides students with exposure and, aside from designing skills, also guides them on entrepreneurship. We interview students and look at their portfolios before we approve their admission. We also help them decide which courses will be right for them. Our aim is to impart them with designing skills as well as business know-how. Once they complete their studies, they may be able to launch their own websites and start businesses of their own.”

The Academy, in fact, is what has steered Jimmy to Pakistan. Sarwar Khawaja, Patron of Arts at JCA, and his wife Faiza Khan, in her capacity as Company Director, are both imperative to the Academy and hail from Lahore. They have accompanied Jimmy and Lucy throughout their current visit.

“We have met with designers here in Pakistan because we wanted to see their work and perhaps consider ways in which JCA students could come and learn from them and, also, maybe the Academy could show these designers’ works to the rest of the globe,” says Jimmy.

Sarwar Khawaja — also present in our crowded little Zoom call — adds, “Right now, we are not collaborating or partnering with any Pakistani designer. The purpose of this trip was to show the professor their work, and consider possibilities of how we can showcase Pakistani fashion to the world.”

The ‘professor’ being referred to here, should you get confused, is Jimmy Choo. Lucy Choi elaborates, “The Academy gives Jimmy energy and a new outlet for his passion [for design]. The JCA is always looking for the next internationally known designer to foster and further bridge the gap between industry and education.”

Had she and Jimmy Choo also similarly visited other countries in search of skill-sets that could be incorporated into the JCA? “We have, but not to the extent of this trip to Pakistan,” she says. “Pakistan is a hidden gem, with so much talent and craftsmanship. I believe that the country holds endless potential for the global fashion industry. We hope to make more trips in the future.”

We have met with designers here in Pakistan because we wanted to see their work and perhaps consider ways in which JCA students could come and learn from them and, also, maybe the Academy could show these designers’ works to the rest of the globe,” says Jimmy Choo.

And they had no apprehensions considering the global outlook that Pakistan is not a ‘safe’ country to visit? “If my family had thought that Pakistan was not safe, they would have not let me come!” laughs Jimmy. “I actually feel fortunate that Sarwar is from Pakistan and it is because of him that I got to experience this country. I had no apprehensions.”

Both he and Lucy speak highly of Pakistani fashion and craftsmanship. Did visiting the ateliers of various designers — namely, the House of Kamiar Rokni and Faraz Manan — remind them of Jimmy’s heydays as a couturier, creating customised shoes by hand?

“Absolutely,” says Lucy. “Witnessing the incredible craftsmanship and dedication of Pakistani designers brought back memories of how the Jimmy Choo brand had started, with a deep focus on hand embellishments and handmade shoes.

“I remember Professor Jimmy Choo and his small team used to handcraft every crystal or pearl embellishment on the uppers of shoes. It would take some time, but I remember that he would still do that and the outcome would always be spectacular. We had many sleepless nights trying to get all of the shoes completed in time for London Fashion Week, but it was such a memorable experience for everyone involved.”

She continues, “It was heartwarming to see how designers in Pakistan are preserving traditional techniques while blending them with modern creativity — a philosophy that resonates strongly with both Professor Jimmy Choo and myself. The passion, attention to detail and artisanal skills we saw were truly remarkable.”

Jimmy Choo adds: “Pakistani designers’ work is exceptional but it is important that they show it to the world, perhaps participate in major fashion weeks, such as the ones in Shanghai, London and New York.”

I am curious: could Jimmy Choo’s visit also open up global avenues for Pakistani fashion? “There was some talk about students from the Academy possibly coming to Lahore and interning at the House of Kamiar Rokni,” says designer Kamiar Rokni.

Evidently, there was no talk of our designers also perhaps visiting the Academy and teaching the students there. This doesn’t mean that it may not happen at some point in the future. It all depends on whether these initial experiences within Pakistan formulate into longer relationships that align with Jimmy’s altruistic need to ‘give back.’

There was more to his trip to Pakistan, including a visit to a school where he gave a long talk, and a trip to an orphanage where, according to Sarwar, they are considering adopting young girls interested in learning design.

“Jimmy considers the Academy his legacy,” says Lucy. “He is very intent on passing down knowledge and wisdom to the next generation and supporting emerging talent in countries like Pakistan.”

Would Jimmy Choo, one of the most respected and renowned men in the global fashion landscape, ever consider retiring? “He wouldn’t,” says Lucy. “He is incredibly inspired by the next generation. And he’s still learning.”

Jimmy smiles at me from the other end of the camera: “The Chinese say that learning never stops, no matter what your age.”

And Jimmy Choo seems to be happy learning; peering over hand embroideries with Nilofer Shahid, admiring a gilded bridal jorra by Kamiar Rokni, examining craft and silhouette with a gimlet eye and assessing whether the skill-sets before him could be of help to the students nurtured at his Academy.

Yes, it was exciting that Jimmy Choo visited Lahore but this may or may not help Pakistani designers on the uphill path to gaining global recognition. Regardless, his work, knowledge, humility and altruism is inspirational. He is learning. And he is helping others learn.

Published in Dawn, ICON, March 9th, 2025