Jaden Smith has been named Creative Director of Christian Louboutin Men’s — the first person besides Christian Louboutin himself to hold that role since the brand’s founding in 1991. At 27, Smith will move to Paris and oversee four annual men’s collections covering shoes, leather goods, accessories, as well as campaigns, immersive experiences, and events. He’ll present his debut collection in January during Paris Men’s Fashion Week.
Louboutin said Smith was the only candidate considered for the job, pointing to his “rich and multidimensional” perspective, cultural sensibility, and openness as key to evolving the men’s collection.
His appointment comes amid a declining performance in Louboutin’s men’s business, which currently represents about 24% of the house’s overall revenue; part of the strategy is to leverage Smith’s star power and near-20 million Instagram followers to reinvigorate that category.
Smith brings fashion credentials into the role: he co-founded the collective brand MSFTSrep with his sister Willow, Moises Arias and his brother Mateo; the brand has evolved from streetwear roots into a more upscale, sustainable line, produced in places like Milan, developing distinct visual identity and philosophy.
Pharrell Williams being appointed Men’s Creative Director at Louis Vuitton in 2023 is a key precedent. Pharrell has no formal fashion design training but brings massive cultural influence, a strong fashion-entrepreneur background (e.g. Billionaire Boys Club), and a loyal global fanbase. That hire was seen as a shift: brands increasingly value cultural credibility, visibility, and influence alongside traditional design credentials.
Another example is A$AP Rocky’s new role as Creative Director for Ray-Ban, which was announced this year. Rocky’s appointment reflects how brands are leveraging music, style, and personal brand to reach younger demographics.
These moves suggest a pattern: heritage luxury brands (or legacy fashion houses) are increasingly turning to celebrities/musicians as creative directors to inject energy, relevance, and consumer attention—especially as traditional design routes often prioritize pedigree over reach. Jaden’s appointment with Louboutin fits directly into this trend.
In short, while Jaden Smith’s role is unique (first person besides Christian Louboutin himself to hold the men’s creative director title), it follows an accelerating industry shift: creative leadership isn’t just about formal design backgrounds anymore—it’s about culture, influence, and bringing new audiences in.