03/10/2026
In August 2026, Chinese EV company IM Motors appointed Jimmy Choo as a “bespoke design master” for a special edition of its L6 electric car, limited to 1,000 cars.
Born in Penang into a family of shoemakers, Jimmy Choo built his reputation in London making bespoke shoes by hand. His designs attracted Princess Diana, before he co-founded the Jimmy Choo brand with British Vogue editor Tamara Mellon in 1996.
Choo brought his couture language into the cabin: Haute Couture Blue leather inspired by the satin shoes he made for Princess Diana, mother-of-pearl door panels, crystal controls and detailing, plus his signature embroidered throughout the interior.
The colour itself carries the connection. The deep blue echoes the satin of the 1997 shoes, transforming a detail from Choo’s fashion archive into the defining palette of the L6’s interior.
Now 77, Choo appears alongside the finished L6 in the campaign. The collaboration takes his work beyond shoes and fashion, applying his design style to a car for the first time.
The L6 sells for around RMB 200,000–300,000, or roughly US$28,000–42,000, putting it around Tesla Model 3 territory. For that price, buyers get advanced technology, strong performance and, in this edition, an interior designed with Jimmy Choo, making the L6 an interesting alternative in a competitive market.
China now produces nearly three-quarters of the world’s electric cars. As Tesla has become a more polarising brand, Chinese EV makers are giving buyers more alternatives, combining advanced technology, design and competitive pricing in cars like the L6.
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