Jimmy Choo Academy Revolutionises Fashion Education with a Retail-Focused Approach
The fashion industry is undergoing a transformative shift, with traditional practices increasingly being questioned in favour of a more holistic, real-world approach. Leading the charge in this movement is Prof. Jimmy Choo’s JCA | London Fashion Academy, whose innovative collaboration with St James Group, a part of Berkeley Group, is set to change the way fashion education is delivered. This new partnership marks the convergence of entrepreneurship and the arts, anchored at one of the group's flagship developments at White City Living, West London.
By blending creative arts with practical business skills, the JCA aims to cultivate a new generation of fashion professionals who are not just artists, but also savvy entrepreneurs. This collaboration is part of a wider effort to equip students with the tools they need to navigate the often-turbulent fashion industry, where creative talent and business acumen must go hand in hand to thrive.
This commitment to providing real-world experiences for students is evident through the launch of the JCA Retail Gallery, a unique academic project that unfolds in three phases. The first phase introduces a hybrid pop-up store and exhibition, offering students an immersive introduction to the marketplace. From concept development to execution, participants will gain invaluable insight into the complexities of launching a brand, building customer relationships, and engaging in commerce. The gallery serves as both a learning tool and a live showcase for the talented designers of the future.
‘This unparalleled, hands-on experience in the realm of retail, fashion, and design is strategically curated to offer both current students and alumni of the JCA unique opportunities to hone their entrepreneurial skills while showcasing their artistic talents,’ Choo tells SHOWstudio. ‘The store is entirely student-led, from the staffing to the product sold. This experience gives students of all years a raw and immersive introduction to the complexities of entering the marketplace, from concept development to execution, participants will gain firsthand insight into what it takes to successfully launch a brand, build customer relationships, and engage in commerce.’
Among the students showcasing their work are Perry Davidson, whose exploration of utilitarian codes led him to utilise salvaged fabrics, transforming them into innovative, sustainable designs that reflect his commitment to both functionality and environmental consciousness. Davidson's pieces are not only a testament to his creative vision but also an embodiment of the entrepreneurial spirit that Prof. Jimmy Choo’s academy strives to instil in its students, equipping them with the skills to navigate the evolving fashion landscape without compromise.
Joining him was Sasha Clegg, the menswear designer behind The English Man. Her collection, Mother Tongue, which debuted at London Fashion Week in September, explores her multi-faceted identity as a half-Zambian, half-English woman raised in Scotland. While the iconic symbols of tartan, kilts, and Harris tweed might traditionally represent her Scottish heritage, Clegg subverts these elements, transforming them into playful, contemporary interpretations that reflect a fresh perspective on modern identity.
Alongside the physical store, an e-commerce platform was launched to promote the collections of JCA designers. This online store will outlast the pop-up, offering a long-term retail outlet for students and alumni. The e-shop will provide UK-wide shipping, ensuring young designers have a viable revenue stream upon graduation.
The initiative continues with Phase Two, which culminates in the JCA ‘Reflections’ Fashion Show on November 28th. The show will feature current undergraduates, MA students, and alumni, showcasing their creative evolution and entrepreneurial spirit.
‘At the beginning of my career, I worked directly in the showroom with my customers, that face time and their feedback was vital to my success in the early years. I gained a deeper understanding of what my customers wants, needs and behaviours as well as building lasting relationships. Through our partnership with Berkeley Group, we hope our students at the JCA will also benefit hugely from this opportunity.’
The retail initiative highlights JCA's value in the necessity of business education in fashion. By teaching students the fundamentals of business alongside creativity, JCA is preparing them for a future where they can succeed both artistically and commercially. Through this collaboration, JCA is setting a new precedent in fashion education, one that prepares students to enter the industry with the skills and knowledge to succeed in both design and business.