Christian Louboutin Appoints Jaden Smith as Creative Director for Men’s Line
PARIS – In a significant move within the fashion industry, renowned shoemaker Christian Louboutin has announced the appointment of Jaden Smith as the new creative director for his men’s line. This decision marks a pivotal step in Louboutin’s succession planning and reflects a broader trend of creative reshuffling in the fashion world.
A New Era for Louboutin’s Men’s Collection
Jaden Smith, known for his multifaceted career as an actor, musician, and fashion innovator, will unveil his inaugural capsule collection for Louboutin in January 2024 during Paris Fashion Week. This collaboration is expected to breathe new life into the men’s line, which Louboutin initially launched in 2010, following the rising popularity of his spiked shoes originally designed for pop artist Mika.
The men’s collection has evolved significantly since its inception, with Louboutin opening a dedicated boutique on Rue Jean-Jacques Rousseau in Paris in 2011. The brand’s signature spiked motif, inspired by the 1975 dystopian film Rollerball, has adorned various products, including sneakers, velvet slippers, and backpacks. While the initial excitement around spiked sneakers has diminished, the demand for classic dress shoes featuring Louboutin’s iconic red soles has surged, now accounting for 24% of the brand’s overall sales.
Louboutin’s Vision for the Future
Christian Louboutin, who has long overseen both the men’s and women’s lines, expressed the need for a fresh perspective. “Overseeing it to the level that I look after the women’s was taking so, so much time,” he remarked. During a reflective moment in late 2024, he realized that he needed someone to “drive the boat,” leading him to choose Smith, whom he describes as “le petit Jaden.”
Louboutin’s admiration for Smith stems from their previous encounters, where he noted Smith’s unique style and collaborative spirit. “He’s multi-disciplinary, generous in his way of sharing space with musicians and artists, and has incredible style,” Louboutin stated. This emphasis on collaboration and creativity aligns with Louboutin’s own artistic vision, which has propelled his brand to international acclaim.
Financial Resilience Amid Market Challenges
Despite a challenging luxury market, Louboutin’s brand has demonstrated resilience. Following a minority investment from Exor, the investment arm of Italy’s Agnelli family, Louboutin’s company has expanded its footprint, renovating its Paris flagship and opening a larger store in Shanghai. The brand is also exploring new categories, including a recent eyewear partnership with Marcolin.
In a letter to investors, Exor chairman John Elkann highlighted Louboutin’s strong financial performance, noting that the brand is on track to surpass €1 billion in revenue. This growth is particularly notable given the broader decline in sales for major luxury groups like LVMH and Kering. Louboutin attributes this success to a robust presence in the U.S. market and a strategic focus on entry-level price points, ensuring that desirable styles remain accessible below the $1,000 mark.
Jaden Smith: A Multifaceted Creative Force
At just 27 years old, Jaden Smith brings a wealth of experience and a unique perspective to his new role. He first gained fame alongside his father, Will Smith, in the 2006 film The Pursuit of Happyness and later starred in the 2010 remake of The Karate Kid. However, Smith has since shifted his focus from acting to music and fashion, co-founding the creative collective MSFTSrep with his sister, Willow, in 2012. This collective explores themes of spiritualism, alternative history, and environmentalism, reflecting Smith’s commitment to individuality and creativity.
Smith’s previous collaborations with luxury brands, including his role as a friend of Louis Vuitton, have showcased his gender-fluid style and avant-garde fashion sensibilities. His recent foray into luggage design with Harper Collective further underscores his innovative approach to fashion.
A Vision for Community and Narrative
In his new role, Smith aims to create a narrative around the Louboutin brand that resonates with a diverse audience. “As an African-American designer, coming into a heritage fashion house and bringing my kind of Duchampian, more Dadaist fashion perspective into it – I’m just really excited to get started and to create something really special,” he expressed.
Smith has already begun immersing himself in the brand’s ateliers and suppliers, eager to learn the intricacies of shoemaking. He envisions his primary mission as building a community around the brand, using storytelling as a foundation for design. “I see my principle mission as building a world – creating a narrative and then using that narrative to design,” he stated.
Louboutin, who has always emphasized the importance of imagination in design, agrees with Smith’s approach. “I quickly realized I was meant to focus on the imaginary,” he said. “Jaden will bring his touch more generally, through campaigns and photographs, through his unique way of looking at the worlds that interest him.”
Conclusion
The appointment of Jaden Smith as creative director for Christian Louboutin’s men’s line signals a transformative moment for the brand. As Louboutin seeks to reinvigorate his men’s collection, Smith’s innovative vision and collaborative spirit may well usher in a new era of creativity and community engagement. With both Louboutin and Smith at the helm, the future of the men’s line looks promising, poised to capture the attention of a new generation of fashion enthusiasts.
