Beginning at 5pm and lasting for two hours, the venue has a capacity for just 250 invited guests and is supported by the University of Cambridge with the aim of promoting fashion, art, education and oriental culture.
Following the opening ceremony, Jimmy Choo will introduce his new collection of jewellery shoes for the gathered VIPs and will speak to the media about the thought process and craftsmanship behind the designs and why he and his godson decided to create this luxurious new GÈNAVANT brand.
As the founder and main designer of the globally renowned high-end custom footwear brand Jimmy Choo, Professor Choo has won the attention of celebrities and customers through exquisite tailoring, fashion design and excellent Italian technology.
He has also served as Princess Diana's shoe designer and created a series of exquisite shoes for the ‘People’s Princess’. He has designed the “V” pattern on the vamp of the last pair of shoes for the Princess, representing the meaning of peace, kindness and eternal victory, to express his admiration for Princess Diana.
Said Jimmy Choo: “This is an opportunity to showcase our new brand, GÈNAVANT. One of the main reasons we decided to do this was that many of my clients asked why I didn't make jewellery for my shoes? Of course, the finest jewellery needs the best craftsmen and takes many years to perfect.
“So, along with my godson Reggie Hung, whose family have been in the jewellery business for many years, we wondered how we could best create GÈNAVANT and decided we needed the most talented craftsmen who had worked in this industry for many years to realise our vision. We found people who are experts in their field and love making jewellery and their passion shows through on GÈNAVANT. The shoes I create are elegant and graceful so this venue and exhibition in Cambridge will be elegant and graceful.”
Group Branding Director Reggie Hung added: "The size of the shoes we make are for decoration. It is a work of art that will continue to increase in value over time. It will never depreciate and will always look pretty. Together with gems of many different colours, it brings out the unique style of each pair of shoes. We try to make jewellery that is the perfect final touch and won't lose the meaning of the shoes – it complements rather than competes. Later, we will create tailormade shoes for celebrities and royals - these shoes are inlaid with jewellery and can be worn to go in.”
Leather Design Director Illiza Ho said: “The main idea of the exhibition is a combination of cultures - east meets the west and the craftsmanship of the modern and traditional and bring them together on an exquisite stage. Like the spirit of royal standard, we bring them all together and present these skills to the audience.”
Designs include Love, Spring Noble, Let it Fly, Encounter, Colourful, Standing Happiness, Grace, Shining Happiness, Pure and Noble as Jade. The bespoke designs include In the Blink, Colourful, The Sweet, Love the Spark, Beauty, Green Fairy and Spring Beauty.
Also in attendance will be Oriental Culture Promotion Ambassador Ming Dow who will be presented with a special award by Jimmy Choo following a short speech by Ambassador Kim. Other esteemed guests include Chinese ambassador Xiaoming Liu, Business Counsellor Xu Jin along with parliamentarians of Cambridge, Executives of Cambridge Business School, and rising Argentinian model actor Marcelo Olguin.