Jimmy Choo is one of the most recognisable name in the fashion industry. The London-based designer’s shoes have been worn by everyone who’s anyone, and have become synonymous with luxury footwear.
His latest venture, however, is not a new line of dreamy shoes, but an investment into the next generation of designers.
Launching a new London Academy and Incubator in a Grade II listed, Georgian townhouse in central London’s Hanover Square, Jimmy Choo OBE can now add professor to his title.
The University of Jimmy Choo, officially named JCA London Fashion Academy promises to invite aspiring fashion design innovators to develop their own unique style.
In partnership with the University of West London, JCA is entering a London fashion university space already home to juggernauts Central Saint Martins and the Royal College of Art.
Launched in 2021 with business partner Stephen Smith, JCA is a “family” where connections are made for life.
With a focus on entrepreneurship, Jimmy Choo says he believes “designers should have knowledge across all business sectors in their field. From sales and customer service to marketing and PR, they have to run a whole business in order to succeed. Therefore, we try to give them all the skills they need to have the best chance of success. The network that they leave us with is perhaps the most important thing learners can receive from their education with us.”
Telling Marie Claire that “opening the JCA is one of my biggest dreams to come true, to date,” Jimmy Choo is taking an active role in the school, not only as a founder, but also as Creative Director.
JCA is both a fashion school and an incubator, with Jimmy Choo saying the aim is to “get the best out of students’ ideas. Our goal at JCA is to pass on knowledge and ensure that we instil a business mindset in them to make them successful entrepreneurs.”
What full time courses are available at JCA?
JCA offers four full time courses.
The Foundation Diploma in Fashion is a practice-led one-year course that provides its students with the necessary tools and portfolio for the transition into future study.
The BA (Hons) Fashion: Design, Branding, and Entrepreneurship was designed with enterprise creation at its centre, expecting its graduates to establish themselves as freelancers or micro-SME.
The BA (Hons) Fashion Design & Accessories is offered in partnership with University of West London and coves the fundamentals of fashion design and conceptual theory, brand development and communication, as well as practical skills in garment and accessory design.
JCA also offers one postgraduate course, the MA Fashion Entrepreneurship in Design and Brand Innovation. Students are professionally ‘incubated’ as aspiring designer-entrepreneurs and encouraged to develop their craft in professional studios.
What short courses can I join at JCA?
For prospective students who cannot commit to full-time courses, JCA also offers short courses.
There is even a Fashion Summer Camp for budding fashion designers aged 13 to 17. Running for two weeks, the Summer Camp aims at enhancing the design and knowledge of learners at the start of their fashion journey.
Short courses, or capsule learning, are aimed at individuals who have an interest in a specific subject.
Courses on offer are Fashion Buying, Pattern Cutting, Fashion Illustration, and Fashion Force, which provides an overview of the different facets of the industry.
What type of incubator is JCA?
The JCA incubator aims to nurture entrepreneurs and help them develop professionally, accelerate their business growth and success, and decrease the likelihood of failure.
Integrating current students, alumni and established fashion businesses, the incubator’s ethos is to encourage collaboration and cooperation.
The programme is established to nurture entrepreneurs and businesses during their early months or years. It will offer affordable space, shared offices and services, hand-on management training, marketing support and, often, access to some form of financing.
You can learn more and apply to JCA London Fashion Academy at www.jca.ac.uk
