Professor Jimmy Choo unveiled the Fall 2024 Collection of Atelier as part of New York Luxury Bridal Fashion Week (NYLBFW). More than just a fashion show, the 10th of November, 2023, event showcased Choo’s unwavering commitment to craftsmanship, design, and heritage.
Professor Choo’s Personal Touch
In the back of the stage, Professor Jimmy Choo personally ensured that every detail was right, working with models, photographers, and makeup artists. Hands-on involvement, a rarity in today’s fast-paced fashion industry, accentuated the uniqueness and personal touch that the Atelier brand is renowned for.
The Evolution of Atelier
The journey of Atelier by Jimmy Choo, as narrated by the legend himself, is one of unwavering faith in one’s own skills and vision. Starting as a modest bridal shop in 1986, the Atelier brand has metamorphosed over the decades, drawing strength from its roots in Malaysia and branching out to set up a wedding dress studio in Shanghai. For Choo, the driving force behind this success is the meticulous craftsmanship nurtured in his family and the hardworking team that’s grown with him like an extended family.
Craftsmanship at Its Core
There were recurrent themes about the importance of craftsmanship throughout the interview. Taking inspiration from his own experiences and his father’s, Jimmy highlighted the importance of skills and passion when creating something. For him, it’s not about mere commercial success but the sheer joy and pride of creating something beautiful that resonates with people.
As Belle Mahjong pointed out, Jimmy Choo’s creations are timeless. Each piece is the result of meticulous handwork and skill. Profesor believes it is a legacy that should be passed on to future generations.
New Ventures and Expansions
It was also interesting to hear Professor Choo discuss Atelier’s recent ventures. Atelier’s opening in London was a nostalgic move, since Choo had a shop in the city for 18 years, which many still remember fondly. But the horizon is even broader with plans of opening another shop in Shanghai.
More than just fashion
In the conversation, it was clear that Atelier by Jimmy Choo is not just about fashion. The art of true craftsmanship must be preserved, a skill must be promoted, and the world must be shown and appreciated. As Belle poignantly put it, the brand’s expansion into bridal wear is “truly a gift”, allowing brides not just to wear Jimmy Choo’s iconic shoes but also to drape themselves in gowns that embody his vision.
Professor Choo ended his interview by thanking everyone, expressing his gratitude to the media, and wishing everyone a happy life. Since the world is changing rapidly, stalwarts such as Professor Jimmy Choo are dedicated to their craft, ensuring true artistry will never disappear.
You can see the full interview below: