The 27-year-old son of Will Smith will now oversee four annual men’s collections for the renowned luxury brand famous for its red-soled stilettos.
Smith brings limited formal fashion experience but possesses significant social media influence with 19 million Instagram followers.
The appointment follows Louis Vuitton’s similar decision to name Pharrell Williams as menswear creative director in 2023.
Supporters point to Smith’s existing fashion credentials and his potential to attract younger consumers to the heritage brand.
Smith acknowledged feeling pressure to honour Louboutin’s legacy while establishing his own creative direction for the brand.
Several prominent fashion figures including Stella McCartney have successfully overcome similar criticisms about their famous parentage.
Smith will relocate to Paris to assume his new responsibilities immediately following the announcement. – AFP
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