Undoubtedly one of the most surprising shows of this Paris Fashion Week: shoe designer Christian Louboutin transformed his show into a college American football competition. The program included a marching band, a troupe of cheerleaders, and a match, all orchestrated by choreographer Blanca Li and fashion photographer David LaChapelle.
The latest Loubi Show took on the air of a Super Bowl before its time.
After the arrival of the model, “as French as the Eiffel Tower” at the controls of a lawn mower, it was in a most inventive setting combining sports and fashion that the French shoe brand Louboutin presented its women’s spring-summer 2026 shoe collection.
On the stage of the Dojo Arena in Paris, five scenes evoking the central place of sport in American culture followed one another on October 2.
The choice of Uncle Sam as the main inspiration coincides with the appointment of Jaden Smith, son of Hollywood actor Will Smith, as head of design for the men’s collections. This is the first time that the founder has delegated part of the design process to a third party, who has been recruited not for their technical expertise but for their creativity.
Preparing for an American football game
For this new Loubi Show, as spectacular and colorful as it is crazy, Christian Louboutin once again called on his dynamic creative duo: choreographer Blanca Li and fashion photographer/designer David Lachapelle.
After proposing a poolside setting, Christian Louboutin wanted to continue his sporting theme. Speaking to Yann Barthès on the Quotidien show, the designer revealed the theme of this spectacular fashion show: “It was a big battle with David [Lachapelle]. We wanted to do a sport. We started with the swimming pool last year. And this year, I was thinking about rugby. And being American, he was thinking about American football. Working on the costumes, he thought it would be more interesting with cheerleaders.” Christian Louboutin eventually gave in. Rather than the idea of the Super Bowl, Christian Louboutin had in mind “more of an average American town” where preparations for a game are underway.
A wide gap between American culture and French spirit
Recreating the atmosphere of “the American fall sports season,” the show allowed for a wide gap between American culture and French spirit. Not only was the iconic Pigalle red on display (heels, gaiters, and pom-poms), but several nods to the founder’s identity were scattered across the runway-field, including the figure of the seahorse, his favorite animal, present here in the form of a mascot.
Lawn, bleachers, ball, giant screens, quarterback helmets (offensive position in American football)… nothing was left out to recreate the electric atmosphere before and after the game, not even the famous halftime concert (the “Halftime Show”) that thrills the Super Bowl every year. To set the stadium alight, Louboutin called on French singer ASPHALT, who performed three of his songs, including “Lame de fond,” co-written by Benjamin Biolay, Milo Thoretton, and Paul Pavillon.
The audience at the show even got to watch a match choreographed by Blanca Li. The Loubi Show featured the Paris Fire Brigade marching band performing the White Stripes’ festive anthem Seven Nation Army, as well as dancers and acrobats. The costumes, reflecting the colorful world of American sports competitions, were designed by Gilles Asquin.
In the audience, Christian Louboutin made a point of mixing athletes and creative personalities, including the star actress of the Netflix series Wednesday, Jenna Ortega. At her side, we recognized American supermodel Heidi Klum, influencer-entrepreneur Lena Mahfouf, French rapper Eddy de Pretto, and former basketball champion and now successful entrepreneur Tony Parker. Appointed artistic director of the women’s collections last September, Will Smith’s son Jaden Smith was also in attendance.
A career propelled by the United States
The show even included a spectacular birthday cake paying tribute to the Ballerina Ultima, launched in 2007. This key model in the luxury shoemaker’s career, inspired by the extreme verticality of ballet dancers’ pointe positions, has been reinterpreted in the light of the flamboyant Cassia line, entirely covered in rhinestones. The square-toed Cassia Annmac and Ruben models were also stars of the show.
With 150 points of sale in department stores and its own boutiques in 35 countries, Louboutin saw its sales take off in the mid-2000s with its entry into the American market and product placement in the series Sex & The City. While 87% of the business was based in North America in 2007, this share, although down to 55%, still makes the region its leading market ahead of Europe (30%) and Asia (15%), its CEO Alexis Mourot told IMD.org in 2024. Louboutin also opened its first immersive beauty pop-up store—a licensed line—in New York last September. Historically specializing in women’s shoes, the brand has since expanded into men’s shoes and handbags.
Read also > Why did Christian Louboutin appoint Jaden Smith as creative director for men’s fashion?
Featured photo: © Christian Louboutin
