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Master craftsman steps up

Jimmy Choo's attendance is his way of giving something back to an industry that has supported him

THE NAME Jimmy Choo has became a hallmark for style, elegance and high fashion thanks to his exquisitely designed couture shoes.

His appearance at the Business of Design Week 2006 is his way of giving something back to an industry in which he has risen to become a household name.

'I've always believed in giving something back to the industry which has been very kind and supportive of my creative endeavours through the years,' the Malaysian-born designer said.

'Design, innovation and education are important elements in the future survival and prosperity of the industry.

'I hope my experiences and insights can help to instil a deeper appreciation and understanding of design and innovation, and help to further their educational appeal to a wider audience.

'I will always try to pledge my support whenever I'm able to do so.'

With a degree from Cordwainers College in Britain, which has since become part of the London College of Fashion, one of five colleges that form the University of the Arts London, Mr Choo has risen to become an internationally renowned couture shoe designer and master craftsman.

He is best known for his elegant handmade footwear. Since establishing his self-named couture label in 1986, he has become the preferred designer for various celebrities and members of royalty.

He believes events such as the Business of Design Week provide vital moral support and recognition to designers, and help to project the professionalism and vitality of the industry to the world at large.

He said that these events provided an opportunity for people from different cultures and with different design backgrounds and experiences to come together and celebrate their diversity, share their common interests and exchange ideas.

Mr Choo's custom-made designs have included an extensive range of hand-beaded, hand-stitched and personalised shoes, ranging from slippers and sandals to mules and boots.

His label received a significant boost in 1988 when Vogue magazine ran an eight-page spread featuring his creations teamed with clothes from various British dress designers.

Mr Choo said designers from Asia should have the confidence to celebrate the vibrancy of eastern cultures, values and inspirations.

They should also be flexible enough to embrace new ideas, emulate those who inspire them regardless of their origins, and be tenacious in realising their potential.

'I believe that contemporary design has no borders. Globalisation has ensured that most people have access to ideas, innovation and the means to bridge most differences,' Choo said.

'They should also support their fellow designers when they're in the position to do so.'

During his distinguished career, Mr Choo has received a number of accolades and awards for his achievements and services to shoe design and the fashion industry.

He was named Officer of the Order of the British Empire and, in his native Malaysia, he received similar titles both in 2000 and 2004 when the Sultan of Pahang and latterly the Head of State of Penang bestowed upon him the title of Honourable Dato.

In 2004, he was conferred an Honorary Doctorate of Arts (Design) from De Montfort University, Leicester, and also named Honorary Fellow of the University of the Arts London, in recognition of his outstanding contribution to the field of footwear design.

His commitment to promoting education around the world has led him to assume the roles as a spokesman for the British Council and as both visiting professor and ambassador for Footwear Education at the London College of Fashion.

Mr Choo said that there was no secret for success. Neither was there a standard formula that would take every designer to the top.

'Some designers fail despite having all the so-called elements of success in place [and] some succeed while breaking all the golden rules,' he said.

'There are no fail-safe formulas; just a constant balancing act.

'I believe one should first be absolutely clear about one's own strengths and weaknesses. Harness your strong points and sharpen them.

'Know your weaknesses and get help to address them. Most importantly, trust your instincts and respect other people's expertise and experience.'

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