Professor Datuk Jimmy Choo, OBE, globally renowned for co-founding the iconic luxury shoe brand Jimmy Choo, has long championed the art of craftsmanship as the soul of fashion design. With a deep understanding of the emotional and spiritual investment behind artisanal work, his early success in couture laid the groundwork for his continued influence on global fashion.

In 2017, he brought this legacy to The Atelier, joining as Creative Director and Principal Designer. Under his guidance, the brand has embraced his philosophy of "Creativity Through Skills"—the belief that true design excellence stems from a mastery of the craft itself. For Professor Choo, a great designer must go beyond sketching; they must be intimately familiar with every stage of creation, from conception to construction.

Through his leadership at The Atelier, Professor Jimmy Choo continues to elevate the standards of bespoke couture, fusing refined technique with visionary artistry.