Luxury cannot be made alone. At the JIMMY CHOO factories outside Florence, it quickly became clear that craftsmanship extends far beyond the hands of skilled artisans. Sandra Choi brought the philosophy of the brand, Poggy contributed a contemporary cultural perspective, and together with the artisans, ideas were tested, challenged, and refined in real time. Craftsmanship here was not simply about making things by hand ─ it was a creative process shaped through dialogue. Luxury, in its most contemporary form, may ultimately be less about individual authorship than about the collective pursuit of making something truly meaningful.

The first thing that struck me when visiting JIMMY CHOOʼs shoe and handbag factories outside Florence was the quietness of the space. I had imagined the production floor of a luxury brand as a place shaped by large teams, strict division of labor, and efficient assembly lines. Instead, I found a small number of artisans fully absorbed in each individual stage of the process. One stitched pieces of leather together. Another embossed the logo. Elsewhere, leather was stretched over a last and shaped with a hammer, before each finished product was carefully inspected. Machines were present throughout, but the final judgment remained dependent on the human hand, eye, and instinct.

More intriguing still was the realization that the factory was not simply a site of production. On the day of our visit, Creative Director Sandra Choi and Poggy, who joined the project as Style Curator, were reviewing samples for the Spring/Summer 2027 collection. Soles, uppers, and a wide range of materials were spread across a table as the two examined subtle differences, testing different combinations. Whenever Sandra spoke about the importance of material selection, the factory manager and artisans gathered around them, joining the discussion and contributing their own perspectives.

I had assumed that a design was completed in the studio and that the factory existed to give it physical form. In reality, the design was being completed inside the factory.

This seasonʼs menʼs collection draws inspiration from the Arts and Crafts movement, championed by William Morris and others in late nineteenth-century Britain. Emerging in response to the mass production brought about by the Industrial Revolution, the movement was not simply a celebration of handcraft. It sought to reconnect design with making, and to reconcile beauty with utility. That spirit can also be found in this seasonʼs collection, where the rose ─ an enduring symbol of Britain ─ is reinterpreted through laser treatments, aged leathers, and contemporary techniques.

What I witnessed inside the factory felt like a modern expression of that same idea. Sandra articulated the philosophy of the brand, Poggy brought a cultural perspective, and the artisans translated both into form through their technical knowledge. Making does not emerge from the talent of a single individual. It is rened into a nished object through dialogue between different forms of knowledge and experience. That process of co-creation may be the clearest expression of what craftsmanship means to JIMMY CHOO today.

SANDRA CHOI

——You began your career learning bespoke shoemaking firsthand. Looking back, what did craftsmanship teach you beyond the act of making shoes?

Working in the atelier during my early years was an incredible foundation. It wasnʼt just about learning how to make a shoe, it was about understanding the value of patience, precision and respect for every stage of the process. I learned everything from sketching and pattern cutting to stitching and finishing, but beyond the technical skills, I came to appreciate the people behind the work. Throughout my career, Iʼve continued learning from our artisans, our factories and the talented teams around me.

Those early experiences shaped the way I think about craftsmanship. For me, itʼs rooted in tradition and understanding how something is made. Every technique has a purpose, every material behaves differently, and every decision contributes to the final object. Great design is always a collaboration between creativity, knowledge and human hands.

——Today, many luxury brands speak about craftsmanship. In your view, what makes craftsmanship meaningful beyond technical excellence?

Craftsmanship is the foundation of everything we do at JIMMY CHOO. Technical excellence is essential, but craftsmanship is really about people and the sensitivity they bring to the making process. Our factories in Florence are home to generations of artisans whose skills have been passed down through families over decades. That knowledge cannot be replicated overnight.

Itʼs found in the smallest details: how a material is handled, the scale of a stitch, the balance of a construction and the time taken to perfect every element. The finest materials, exceptional making and the human touch are what give an object lasting meaning.

——Luxury today seems to be becoming more personal and culturally specific rather than universally aspirational. How have you seen the meaning of luxury change during your thirty years at JIMMY CHOO?

Luxury has become much more personal. People are no longer looking for something that simply signals status; theyʼre looking for pieces that reflect who they are and how they want to feel. At JIMMY CHOO, we want our designs to empower people and give them confidence, while allowing their own personality to shine through.

Today, luxury is about depth. Itʼs about respecting how something is made, the craftsmanship behind it and creating pieces that last beyond a season. Increasingly, people value authenticity, longevity and emotional connection over immediacy.

——The Autumn 2026 Menʼs Collection draws inspiration from the Arts and Crafts movement and William Morris. Why did these ideas feel relevant today?

JIMMY CHOO Menʼs has always been rooted in British culture and the many creative movements that have shaped it over time. Britain has such a rich history of craftsmanship, art and subculture, and that continues to inspire us season after season.

For Autumn 2026, we found ourselves drawn to the beauty of the English countryside and the ideals of the Arts and Crafts movement. William Morris celebrated craftsmanship, natural materials and thoughtful design, values that feel incredibly relevant today. The English rose became a central inspiration for the collection. Itʼs beautiful, but also resilient and strong, and that balance felt like a powerful expression of modern masculinity.

——The Autumn 2026 Menʼs Collection embraces both historical references and a contemporary attitude. Many of the products are also made in Florence, one of the great centers of Italian craftsmanship. How does the handwork and expertise found there shape the way you translate British heritage into a modern JIMMY CHOO language?

The collection is really a conversation between cultures. Our shoes are crafted in Florence using generations of Italian leatherworking expertise, while the design language is deeply rooted in British heritage. Working with Poggy added another perspective. He approaches British culture with a Japanese eye, noticing details and references that perhaps we take for granted ourselves.

Bringing together Italian craftsmanship, British design and Japanese cultural curiosity creates a dialogue that feels both respectful of tradition and completely contemporary. That exchange of perspectives is what keeps the collection fresh while remaining true to our identity.

——As images and trends move faster than ever, what role do craftsmanship and making by hand play in the future of luxury?

Craftsmanship has never felt more important. In a world where everything moves so quickly, making something by hand reminds us to slow down. A beautifully crafted shoe isnʼt designed for one season, itʼs designed to become part of someoneʼs life. It develops character over time and tells its own story through wear.

Thatʼs the enduring value of craftsmanship. It creates objects with longevity, authenticity and emotional resonance, qualities that become even more meaningful as trends come and go.

——Poggy participates in JIMMY CHOO as a style curator whose perspective is deeply rooted in cultural references and personal style. What made him a meaningful collaborator for JIMMY CHOO, and what kind of dialogue do you believe exists between craftsmanship and personal curation?

My relationship with Poggy developed very naturally. We immediately connected through a shared appreciation for craftsmanship, culture and the evolution of contemporary menswear. Our conversations were never just about fashion; they were about objects, making, history and the stories behind them. That mutual curiosity naturally evolved into a creative partnership.

Personal curation and craftsmanship are closely connected because they both value authenticity. Craftsmanship gives an object its integrity, while personal curation gives it meaning. Poggy has a remarkable ability to reinterpret heritage through his own perspective, and thatʼs what made this collaboration feel so genuine. Together weʼve created something that honours tradition while expressing a modern point of view.

POGGY

——You have developed your own style by moving freely between tailoring, vintage, streetwear, and cultural references. What initially attracted you to JIMMY CHOO, and what aspects of the brand resonate with your personal perspective?

When JIMMY CHOO launched its first menʼs collection in 2011, I was working as a buyer at a select shop and had the opportunity to buy the collection.

One of the reasons Iʼve always loved London is that it has both worlds. On one hand, you have Savile Row and Jermyn Street, which represent the pinnacle of traditional menswear and gentlemanly tailoring. On the other, you have the latest music and street culture existing alongside it.

What impressed me about JIMMY CHOOʼs first menʼs collection was that it reflected exactly that balance. There were classic leather shoes such as straight-tip Oxfords, but also sneakers that clearly drew inspiration from skate culture. Because itʼs a London-born brand, I felt it was uniquely positioned to move freely between those two worlds and reinterpret them for a contemporary audience.

——Luxury today seems to be becoming more personal and culturally specific rather than universally aspirational. Do you think the way people discover and choose luxury has changed?

I think thatʼs especially true in Japan. We still have a strong manufacturing culture, and there are many Japanese brands producing products of remarkable quality for their price. At the same time, with the weak yen, the price gap between domestic brands and international luxury brands has continued to widen.

Over the past decade, luxury and streetwear have moved incredibly close together. But perhaps as a reaction to that, it now feels as though weʼre returning to the mindset of the late ʼ 90s and early 2000s, when luxury felt more personal and more closely connected to culture.

——Craftsmanship is often discussed as a symbol of luxury, but it can also become something deeply personal through taste and styling. How does craftsmanship become meaningful within your own wardrobe and lifestyle?

When you wear clothing made with genuine craftsmanship ─ or simply keep well-made objects close to you ─ it changes the way you look at everything else, not just fashion.

For example, I drive a Porsche 911 and wear a Grand Seiko watch. Fashion is something that naturally follows trends every six months, and sometimes you inevitably find yourself being pulled in different directions. At moments like that, I learn a great deal from things built on enduring craftsmanship ─ things that never lose their core identity. They help keep me grounded.

——In an age of endless images and trends, what makes a piece of clothing, a pair of shoes, or a brand feel truly relevant to you?

For me, knowing who designed or created something is incredibly important.

Today, many brands change creative directors every few years. In that context, I think one of JIMMY CHOOʼs greatest strengths is that Sandra has remained at the creative helm for nearly three decades. That continuity gives the brand a strong sense of identity, and it makes the products feel much more personal to me.

——The products featured in this story are made in Florence, where generations of artisans continue to practice traditional craftsmanship. What does it mean for you to encounter luxury at the place where it is actually made?

Our flight to Florence was delayed, and I didnʼt get to the hotel until just before midnight. I was a little hungry and thought it would be nice to grab a drink and something light to eat, but even though we were staying in the city center, almost everywhere was already closed.

I remember an Italian friend once telling me how envious he was of Tokyo because something exciting always seems to be happening every six months. But being in Italy made me think differently. People simply go to bed at night and live at a more natural pace, and perhaps thatʼs where a real quality of life exists.

Experiencing that atmosphere firsthand helped me better understand the products themselves. You can feel that sense of place in the things that are made there, and I think thatʼs something truly special.

The Arts and Crafts movement emerged in nineteenth-century Britain as a response to the Industrial Revolution. It was never simply a rejection of machines. Rather, it questioned what would be lost if human thought, intention, and beauty were separated from the act of making. More than 150 years later, we find ourselves standing at the threshold of another transformation ─ one shaped not by industrial machinery, but by artificial intelligence. In an era when information, images, and even creativity can be generated algorithmically, neither celebrating craftsmanship alone nor embracing technology uncritically feels like a sufficient answer.

What JIMMY CHOO presents this season is a different proposition. Traditional craft meets contemporary technology. The philosophy of the brand meets the experience of artisans. Cultural perspective becomes part of the creative process. Rather than opposing one another, these elements enter into dialogue, gradually finding their expression in a single object. In that sense, craftsmanship is no longer merely a technique ─ it becomes a way of thinking about how humans create together.

A pair of shoes is never complete the moment it leaves the workshop. Its story continues through the person who wears it ─ the places it travels, the memories it gathers, and the meanings it acquires over time. If the age of AI teaches us that prompts shape what comes next, then perhaps the first prompt still belongs to us: the choices we make, the things we value, and the traditions we decide are worth carrying forward.

【書誌情報】
タイトル：HIGHSNOBIETY JAPAN ISSUE17 JIMMY CHOO
発売日：2026年 9月1日（火）
定価：2,750円（税込）
仕様：B4型

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