10 QUESTIONS WITH PROFESSOR JIMMY CHOO, OBE OF THE ATELIER COUTURE

1.Being one of the most iconic shoe designers in the world, when was the transition to designing couture wedding gowns?

I have been involved in designing evening and wedding gowns for decades now. In fact, since the early days after I started my couture shoe business in London, I have worked to design the dream gown for our clients with a beautiful pair of matching high heeled shoes. In 2017, when The Atelier approached me, I was pleased that The Atelier had a professional design team and a fully equipped production workshop. I am honored that we are able to share ideas together and realize our creative designs.

2. Where is The Atelier located and when was it founded?

It was founded in 1986, in Kuala Lumpur, Malaysia.

3. Your gowns make grand statements. How would you describe your vision for the bride?

I think every girl, not just the bride, has dreamed of a grand and special wedding. When designing shoes, what I think about is how to be elegant and feminine with some added sparkle at the banquet or daily life. When designing a wedding dress, I always imagine the bride as the center of everyone’s attention were all eyes will be on her. In that moment, she is the center of the world were she shines the brightest. Therefore, my wedding dress designs are full of imagination and are dreamy.

4. What are some examples of the design process?

The process always start in my imagination. Once I have an idea, I will put it on the mood board were I will choose the suitable materials of different colors and textures to start the discussion process with my team. During the design process, there are lots of enjoyable moments and of course, we do face many difficulties that need to be worked upon. For example, the customized fabrics do not work as expected or due to the design of the dress structure being totally new, we need to come up with a new construction technique during production. Fortunately, everyone works very well together as a team because we all love the same craft and feel proud when the new dress is finally ready to be viewed by the most demanding eyes of all, which is our clients.

5. How do you get inspired?

I get inspired in many facets of my daily life. When I am traveling, meeting new friends, visiting new places that I have never been before and even when trying new food, new ideas will come unexpectedly. Traveling enriches my mind, my knowledge and also my heart were it allows me to better understand this diverse world and the customs of different nations. I do read and watch videos to keep up with the latest topics and trends that are popular among the younger generation.  

6. What kind of fabrics, beading and embroideries do you like to work with?

I always work with many different fabrics of differing characteristics and I don't have a favourite. In my opinion, every type of fabric is a good fabric on its own way as long as it is well used and brings out the best in the design. Different fabrics have different material composition, textures, weight and the way of working them will differ as well. I always try new ways to add, subtract or combine them to create a new look that I want to use in my upcoming collections .

7. What would you say is the house specialty?

There are many talented and capable people everywhere, but its not easy to find a group of talented people that are able to work well as a team. In a commercialized society that we are living in today, it is not easy to always stay true to the original aspiration and design. This is also one aspect were I admire the team at The Atelier very much. The design team may be young, but they are very talented, serious and responsible in their craft. We have a team in our production that is purely dedicated to research and developing new methods of craftsmanship that pushes the boundaries of what is possible further and further. In our never ending quest to make good designs that can withstand the test of time and beautiful wedding dresses for customers, I am touched to see everyone work together like a family with strong unity were each team member plays a very important role.

8. How are weddings celebrated on your side of the globe during these unprecedented times? Are there big gatherings in plans for the future or still in micro wedding mode?

At the moment were the epidemic is still very much a serious concern, I think the most important thing for everyone is to protect yourself. Whether the wedding is held in a big or micro setting, in my opinion it is not the most important thing. More importantly is that the people you cherish and love most can witness and share the happiness together. The focus of a wedding is not the scale but the deep love among two people. A simple wedding ritual with someone you love, and loved ones by your side, coupled with a beautiful wedding dress are all you need.

9. How long does it take to make one of your gowns on average?

It usually takes 3-6 months. Different designs of varying complexity and construction will require different levels of craftsmanship were the workmanship also varies. Different designs and crafts will require different production time.

10. What do you love most about what you do?

First and foremost, I love to design. Through design I am free to explore what is possible and express it on a dress or a pair of shoes. I love beautiful things and it gives me great satisfaction and happiness when I see the smiles of my clients. That is why I spend a lot of time sketching every day and think about new designs that I share with my team and students. Besides myself, I hope that more and more people will share beautiful ideas together and bring love to society.

THE ATELIER COUTURE BRIDAL SS 2022

THE ATELIER COUTURE EVENING WEAR SS 2022