Iconic Jimmy Choo’s Visit to Pakistan: Bridging Tradition and Global Fashion
World-renowned designer Jimmy Choo, in collaboration with Professor Sarwar Khawaja, embarked on a prestigious visit to Pakistan, exploring the country’s rich heritage of fashion and craftsmanship. Professor Khawaja, a distinguished British-Pakistani academician, entrepreneur, and philanthropist, played a pivotal role in arranging and accompanying this visit. As the Founder & Chairman of The SK Hub, a UK-based organization with a diverse portfolio spanning education, technology, fashion, and business consulting, he has been instrumental in bridging global opportunities for emerging talent.
During this visit, Jimmy Choo and Sarwar Khawaja shared their insights on Pakistan’s growing influence in the global fashion industry, the power of sustainable craftsmanship, and the steps needed to connect local designers with international markets. From the fusion of tradition and innovation to the future of luxury fashion, they discuss their vision, experiences, and hopes for the country’s creative sector.
JIMMY CHOO
What inspired you to visit Pakistan, and how do you see the country’s potential in the global fashion industry?
My good friend and collaborator, Sarwar Khawaja, inspired me to visit Pakistan. I’ve always wanted to visit, but haven’t had the opportunity yet, so I’m glad I finally went! Pakistan is an undiscovered powerhouse in the global fashion landscape, brimming with talent, creativity, and a rich heritage of craftsmanship. While the country’s beauty and culture are widely celebrated, its exceptional contribution to fashion, textiles, and artistry often remains hidden from the world — despite playing a crucial role in the supply chains of many luxury and high-street brands. There is immense potential in the global industry for Pakistani designers to thrive, especially with the rise of sustainable and ethical fashion given Pakistan’s large organic textile production.
Pakistani craftsmanship has a rich heritage. How do you think local designers can integrate traditional techniques with modern fashion trends?
What sets Pakistan apart is its fusion of tradition and innovation. Artisans continue to use ancient methods alongside cutting-edge technology, offering high-quality, handmade pieces with a modern aesthetic. The country’s textile industry is also increasingly turning towards sustainable practices, with many brands and workshops championing organic fabrics, natural dyes, and ethical production processes — further proving that Pakistan has the potential to lead the way in the global sustainable fashion movement.
Despite this wealth of talent, Pakistan’s contribution is often overlooked or hidden behind international labels that source their finest products from the region. The world has yet to truly recognize the exceptional artistry, quality, and efficiency of Pakistan’s fashion ecosystem — one that has the potential to reshape the narrative of global fashion.
Now is the time to shine a light on Pakistan’s and other nearby Asian countries' undiscovered craftsmanship and celebrate the incredible artisans who are the backbone of the global fashion industry — bringing their talent to the forefront of the world stage where they truly belong.
As an educator and mentor, what qualities do you believe are essential for young designers to succeed in today’s competitive fashion industry?
Young designers need perseverance, creativity, resilience, and a strong grasp of craftsmanship and market trends to succeed in this competitive industry. Staying true to their vision while being innovative, adaptable, and hardworking is key to thriving in the competitive fashion industry.
The JCA London Fashion Academy is shaping the next generation of designers. Do you foresee potential collaborations or initiatives that could involve Pakistani talent?
A scholarship program to bring a young Pakistani designer to the UK to study at the JCA would provide invaluable exposure and education, helping them develop their skills and connect with the global fashion scene. Additionally, expanding the incubation program to include Pakistani startups would offer emerging designers courses to gain industry experience, mentorship, and networking opportunities, all of which are essential for scaling their businesses. The aim is that when they graduate, they have somewhere to go after and the resources to succeed. Entrepreneurship is important, and bringing these young designers into the Western world through a combination of education and practical support could truly empower them to thrive on the global stage.
From co-founding Jimmy Choo Ltd to mentoring emerging designers, your journey has been remarkable. What do you consider your most significant achievement?
After selling Jimmy Choo Ltd, my most significant achievement is the JCA. I consider it my legacy, as it allows me to fulfill my passion for education and mentoring the next generation of designers. Over the years, I've gained so much industry knowledge and experience, and through the Academy, I’m able to pass that down to our students. It’s incredibly rewarding to help shape their careers and see them grow and doing things that they’re passionate about, knowing they’ll carry forward the creativity and craftsmanship that the fashion industry thrives on.
Luxury fashion has always been about exclusivity and craftsmanship. With the rise of fast fashion and sustainability concerns, how do you see the future of high fashion evolving?
The future of high fashion will blend timeless craftsmanship with innovative sustainability. As luxury fashion moves toward responsible luxury in response to fast fashion concerns, it will continue to focus on eco-friendly materials, waste reduction, and ethical production. At the same time, craftsmanship will remain at the heart of luxury, with a growing shift toward slow fashion. Each piece will be carefully designed and crafted to stand the test of time, blending heritage and innovation to create beautiful, sustainable designs that last beyond trends.
What has been the most memorable moment of your visit to Pakistan so far?
I couldn’t pick just one moment; the whole trip has been amazing. I really loved Lahore in particular and my time at Badshahi Masjid and celebrating the Sufi Festival. I want to travel more going forward. Pakistan’s legacy of craftsmanship spans centuries, and the country is home to some of the finest textiles and artisans in the world with expertise in hand embroidery, block printing, weaving, and dyeing. The precision, skill, and dedication of Pakistani artisans are second to none, producing fabrics and embellishments that rival the best in the world.
If you had to describe Pakistan in three words, what would they be?
Pakistan: The Hidden Gem of Fashion, Craftsmanship, and Sustainability
Have you discovered any unique elements in Pakistani fashion that have caught your eye?
Pakistani fashion has some truly unique elements. The hand embroidery, like zardozi and mirror work, adds beautiful, intricate details to designs. Bold prints, such as ajrak and block printing, bring vibrant colors and cultural richness to modern styles. Fabrics like khadi and silk combine comfort and elegance. Designers also mix traditional styles, like the shalwar kameez, with modern cuts, creating a fresh fusion. There’s also a strong emphasis on sustainability, with many designers using handmade fabrics and natural dyes.
SARWAR KHAWAJA
Bringing Jimmy Choo to Pakistan is a milestone for the country’s fashion industry. What was your vision behind making this happen?
I didn’t even need to convince Jimmy because he was so passionate about visiting my home. He wanted to come and see the fashion and textiles produced in Pakistan and understand where I came from. Having an industry icon visit Pakistan has been incredibly inspiring for the local artisans and been a milestone moment for bringing local talent to the global stage.
The SK Hub has been actively promoting leadership, education, and entrepreneurship. How do you see fashion playing a role in Pakistan’s economic and creative growth?
Pakistan is a hidden gem in the fashion space, and having Jimmy Choo visit and champion the local industry can be a huge opportunity for the economy and creative growth of Pakistani designers. The local fashion industry has not been exposed to the Western world, and it’s time to change that.
Pakistan has immense creative talent. What steps do you believe should be taken to bridge local designers with global opportunities?
Education is the key component in bridging local designers with global opportunities. Education programs, such as the Jimmy Choo Academy, that provide industry integration support open the doors to the next generation of local designers to thrive on a global scale.
What are your expectations from this visit, and do you foresee further collaborations between global fashion icons and Pakistan’s creative sector?
It always takes one person, one industry icon, to make the jump and inspire change. I couldn’t think of a figure than Jimmy to be the leader in bridging the gap and showing the world what Pakistan has to offer to the fashion industry. I absolutely believe there will be further collaborations between global fashion icons and Pakistan’s creative sector down the line once light is shed on the incredible work happening here.