The founder of the famous red-soled brand has just appointed the young son of actors Will Smith and Jada Pinkett as creative director of its men’s division. This choice has been criticized by those who see the appointment of this nepotism baby with no technical background as a “marketing ploy.” But he could well help Christian Louboutin become better known to Generation Z.
It’s hard to imagine a men’s version of Louboutin shoes, as they are so closely associated with unapologetic feminine glamour, a far cry from the gender-neutral shift of recent years.
And yet, not all of the famous Louboutins are high heels with spectacular heels. Their main distinguishing feature, the famous red soles, has also been featured on men’s shoes since 2010, which already account for almost a quarter of total sales.
A surprising choice of successor
In any case, the founder and eponymous creative director of the iconic brand, created in 1992, now 62 years old, has decided to devote himself once again primarily to women, while keeping an eye on his male counterpart.
Many are wondering whether this focus will be more or less pronounced.
This is because the person the designer has appointed to take over for the men’s line has surprised more than a few people: Jaden Smith, the son of actors Will Smith and Jada Pinkett.
A young artist who is a jack of all trades, actor, rapper, model, and composer, aged only 27, Christian Louboutin said that “today, he lacks technique,” but that “he is beginning to learn it,” Jaden Smith having visited the House’s Italian factories several times.
However, according to the eponymous designer of the House, “what cannot be learned is enthusiasm, taste, and passion. He has all of that.”
Strong potential
“We launched our Men’s category more than fifteen years ago, in a very authentic way, as we always do. Today, it represents 24% of our business, and we are convinced that it still has strong potential. This is the ideal time to strengthen our creative team by welcoming Jaden alongside Christian,” said Alexis Mourot, CEO of the House.
Jaden Smith, who is set to move to Paris, will be responsible for creating and managing the four annual collections of the men’s line of shoes, leather goods, and accessories, Christian Louboutin said, and for imagining “a visual and narrative universe that, beyond the product, will unfold through collections, campaigns, events, and other immersive experiences.”
Jaden Smith will present his first official collection in January 2026 during Paris Men’s Fashion Week, which will go on sale in May 2026. But starting in January, a capsule collection by Jaden Smith will be available in a selection of boutiques around the world as well as on the brand’s e-commerce site.
No fashion school on his resume
Given the important mission entrusted to Jaden Smith, some are quick to point out that there is no trace of him attending fashion school on his resume.
A regular at fashion shows, Jaden Smith has already demonstrated his appetite for this world through collaborations with brands such as Allbirds, G-Star Raw, Pangaia, and New Balance, for which he is an ambassador.
An entrepreneur, he also co-founded in 2012, at the age of 14, with his brother and sister, Mateo and Willow, and friends, then in 2023 with a former merchandising/purchasing director at Selfridges, the brands MSFTSrep (streetwear and unisex fashion) and Harper Collective (luxury luggage made from recycled plastic)…
In any case, the young man has many assets as a representative of Generation Z. With his 19.5 million followers on Instagram, he should indeed make a useful contribution to rejuvenating the brand’s target audience.
Precedents with Pharrell Williams and A$AP Rocky
Some also cite other successful and atypical examples from the world of music to fashion, such as Pharrell Williams, appointed in 2023 as creative director of Louis Vuitton Men’s, and A$AP Rocky, appointed last February as creative director of Ray-Ban.
“Christian Louboutin and Jaden Smith first met in 2019, and this initial exchange led to a sincere conversation, driven by mutual admiration for their vision and individuality. The bond that developed over time deeply touched Christian Louboutin, who was captivated by Jaden Smith’s creativity,“ the fashion house said in a statement, seeking to dispel any accusations of a ”marketing ploy.”
Christian Louboutin confided that he felt, from their first meeting, that “Jaden was in perfect harmony with the spirit of the Christian Louboutin House,” before describing as ‘remarkable’ “his rich and multidimensional universe, his deeply inspiring style and cultural sensitivity, and his curiosity and openness to the world.”
With Jaden Smith at the creative helm of the men’s line, his elder brother says he is “convinced that the universe” of the House “will evolve in exciting ways” and says he is “looking forward to working with him”…
A nepo-baby but talented?
“This is one of the greatest honors of my life, and I feel a lot of pressure to live up to everything Christian has done for the house, and also to take on such a serious role,” said Jaden Smith.
Faced with numerous comments highlighting his status as a “nepo-baby,” the young man will indeed have to prove that Christian Louboutin was right to call on his services. Not as a simple ambassador, but as a full-fledged collaborator…
Read also > Louboutin eyewear takes center stage
Featured photo: © Christian Louboutin
