The Associated Press reports that Jaden Smith has been hired as the men's creative director for Christian Louboutin and will relocate to Paris, with confirmation from Smith and the fashion house. The move places the 27-year-old actor and rapper at the center of a push to energize the brand’s men’s business as it seeks stronger campaigns, events and immersive experiences.
Smith will oversee the creative side of shoes, leather goods and accessories, and will develop campaigns, events and immersive experiences. Louboutin will continue to oversee the brand’s men’s division. Smith is expected to present his first designs in Paris in January during men’s fashion week and will oversee four collections a year.
Smith, who has cultivated a high-profile image across music and film, said, "This is one of the biggest honors of my life, and I feel a lot of pressure to be able to live up to everything that Christian has done for the house, and also stepping into such a serious role." Louboutin said Smith was the only candidate for the job.
The appointment is also seen as a strategic move to grow Louboutin’s overall business while preserving the women’s division under founder Christian Louboutin’s purview. Louboutin expressed confidence that Smith’s star power could help elevate the men’s category, which currently accounts for about 24% of the business but has experienced declines. "He has a way of seeing things, of digesting things, of transforming that really connects with my way of functioning," Louboutin said.
Requests for comment from representatives for Louboutin and Smith were not immediately returned Wednesday.