On November 29th, I attended the JCA Academy showcase at the JCA Retail Gallery in White City, London. The event was an inspiring display of fashion’s potential to influence the future, with collections themed around sustainability, cultural identity, and inclusivity. This unique retail space, open for three weeks, brought together creative talent from around the world, demonstrating how design and entrepreneurship can intersect to shape a better future in the industry.
What is the JCA Academy?
JCA Academy, founded by the iconic Professor Jimmy Choo, offers more than a traditional fashion education. By combining creative innovation with business acumen, the academy prepares its students to succeed as both designers and entrepreneurs. At the core of JCA’s philosophy is a commitment to providing opportunities for young creatives, it aims to have students leave with not only a degree, but a thriving business aptitude.
Students at the academy graduate not only with a portfolio but with real-world retail experience, and at least one stockist to support their revenue streams. Their ethos of individuality was seen at the ‘Reflections’ showcase, which embodied sustainability and social consciousness, inviting attendees to reflect on fashion’s role in addressing global challenges.
I also had the privilege of speaking with Jimmy Choo himself, the iconic shoe designer, who shared insights on how the next generation of designers can navigate the evolving landscape of fashion.
In conversation with Jimmy Choo
Q: What advice would you give fashion enthusiasts for breaking out into the industry?
A: I think, as founder of JCA and a teacher, it is very important that they have someone who cares about them and gives them a platform to find opportunities. For example, we recently took two students to Shanghai Fashion Week. While we were there, we also visited a local design office so they could see how beautiful garments are made.
We also work with the Berkeley Group to give students a shop where they can sell their garments. This helps them learn about marketing and selling before they finish their studies. At JCA, we want students to learn marketing, meet buyers and investors so they can start building their careers while they’re still at school.
Q: How important is it for students to develop their own cultural identity through design?
A: It’s very important. Students need to design something that people will recognise. Their designs should have a unique element so that people remember them. When you talk to our students after the show, they will tell you about their different concepts and ideas. Each year, they come up with fresh ideas and develop their own styles.
Q: Why is JCA different to other fashion schools?
A: At JCA, we are always planning outside of the design. Business people will come to JCA and talk to the students, to tell them how to sell their garments and market their business.
Q: How do you see sustainability shaping the future of fashion?
A: Sustainability is very important. There is a lot of waste in the fashion industry, and we need to save the planet. At JCA, we teach students to use leftover materials to create their designs. We show them how to use fabric waste from factories, so it doesn’t harm the environment. It’s important for students to learn this. When they start their businesses, they can use what’s available to them without creating more waste.
The Designers: Pioneering a New Era
The collections showcased at the JCA Retail Gallery were as diverse as they were impactful, each reflecting the academy’s emphasis on sustainability and cultural identity. I had the chance to speak with three standout designers whose work encapsulates the values of JCA.
Kiri Booth: Redefining Sustainability Through Modularity
Kiri Booth uses deadstock and second-hand materials to prevent fashion waste, creating one-of-a-kind garments that offer versatility and individuality. Inspired by human connections, Booth believes style is the most accessible and personal form of art. She hopes to inspire confidence, creativity, and joy in the art of getting dressed.
“It is very important to me that my work contributes to a future where fashion is created ethically and sustainably. I use second-hand materials to help reduce fashion waste,” she explains.
Booth emphasises the accessibility of fashion, noting, “Fashion can get a bit snobby, and it’s easy to forget that at its root, it is a skill anyone can pick up. I started my journey at charity shops, upcycling garments, and learning from experimenting. Relationships with other creatives have been key to my development.”
Her designs are deeply influenced by the people around her. “My work reflects my love for people and the world around me. I hope it gives wearers confidence in their style and the ethics of their purchases.”
One standout piece is a modular jacket and dress set, which can be styled in over eight ways. “I wanted to explore modularity as a sustainable practice, making garments more versatile and long-lasting,” Booth explains. She loves the idea of giving wearers agency in styling their garments.
Madeleine Atkinson: Fashion as Advocacy
Madelaine Atkinson uses fashion as a platform for advocacy, with each collection addressing critical social issues. Her debut collection, for example, focuses on the harsh realities of young individuals groomed by County Lines gangs. “Through oversized garments and intricate embellishments, I narrate a story that raises awareness and sparks conversations about this widespread exploitation,” she says.
Atkinson combines modern and traditional embroidery techniques with bold, contemporary silhouettes to create unique designs that are both visually striking and socially significant. On sustainability, she is committed to using eco-conscious practices, including deadstock fabrics, upcycled garments, and dismantled jewellery. “I even integrated e-waste, such as discarded phones, into my collection,” she notes. Her innovative approach aims to tackle both environmental and social issues, highlighting her dedication to addressing waste management and sustainability in fashion.
A strong advocate for creative resilience, Atkinson believes in leveraging limited resources creatively. “Many of my opportunities have come from upcycling materials, collaborating with local communities, and seeking mentorship,” she shares. She encourages aspiring designers to build networks and find mentors who align with their values, noting her collaboration with organizations such as Madeira and Wilcom to help students from institutions like the Royal School of Needlework and Bournemouth University.
Looking ahead, Atkinson hopes to create apprenticeship-style opportunities for those unable to afford traditional education in fashion. “I strongly believe that a university degree shouldn’t define your entry into fashion,” she says. By creating accessible pathways, she hopes to offer hands-on training for aspiring designers, regardless of their financial or educational background.
At its core, her work embodies social responsibility and collective action. “Fashion is more than clothing—it’s a platform for dialogue,” she explains. Atkinson aims to amplify unheard voices and inspire empathy and change through her designs.
Andreea Pirlog: ALLANDRÉ – A Luxury Brand Rooted in Craftsmanship and Social Change
Andreea Pirlog’s brand ALLANDRÉ focuses on bespoke luxury pieces that blend traditional craftsmanship with modern aesthetics. Through her work, Pirlog celebrates the timeless beauty of handcrafting while pushing boundaries in sustainability and social innovation.
“Allandré is built on creating pieces that prioritize quality, longevity, and sustainability,” Pirlog explained. “I create bespoke, made-to-order garments, which help combat fast fashion and reduce waste. The goal is to ensure every piece is crafted to last, while promoting local artisans and supporting a sustainable supply chain.”
A key aspect of Pirlog’s vision is the development of a new program supporting a cottage industry model. “I’m working to engage prisoners who will receive financial compensation for their work. This initiative fosters decentralized production, giving opportunities to local artisans and empowering communities,” she shared.
Pirlog also focuses on sourcing materials within Europe to minimize carbon footprints. “By sourcing prime materials locally, we reduce shipping distances, supporting both the regional economy and the environment,” she said.
For aspiring designers from disadvantaged backgrounds, Pirlog offers advice that emphasizes hard work and dedication. “Knowledge is the most rewarding thing you can possess. Keep learning and stay focused, no matter the challenges. The fashion industry is competitive, but if you remain consistent, you’ll find your place.”
Pirlog’s designs reflect her cultural roots, inspired by her grandmothers’ handmade clothing. “They worked with raw materials from the very beginning, creating intricate, embroidered pieces. Their craftsmanship instilled in me a profound respect for making things by hand,” Pirlog said. “I aim to blend this heritage with contemporary design, honouring the slow, deliberate process of creation in a world that often prioritizes speed.”
Looking Ahead
The JCA showcase was a powerful reminder of fashion’s potential to shape the future. Through its emphasis on sustainability, cultural identity, and inclusivity, JCA is nurturing a new generation of designers who are not only talented but also deeply conscious of their impact on the world.
As Professor Jimmy Choo aptly put it, “Fashion is not just about creating beautiful garments—it’s about making a difference.” With its innovative approach and commitment to supporting young talent, the JCA Academy is undoubtedly a leader in defining what the future of fashion looks like.
For those who had the chance to witness the ‘Reflections’ showcase, it was more than a runway—it was an inspiring glimpse into a brighter, more sustainable and inclusive future for the industry.
