Jaden Smith causes renewed discussion about 'nepotism in fashion' at Louboutin event
In an unexpected move, luxury fashion brand Christian Louboutin has appointed Jaden Smith, the son of Hollywood star Will Smith, as its new chief menswear designer. The announcement has stirred a mix of reactions, with some praising the move for connecting to younger audiences, while others have questioned Smith's lack of formal design education and technical experience in the fashion industry.
Smith, who boasts a large Instagram following of 19 million, is known for his eccentric dressing and has been a regular at fashion shows for years, either as a high-profile front-row guest or as a model. His nomination is seen as a step towards succession for Louboutin, who is 62 years old and has named Smith as his successor.
Louboutin's brand is famous for its red-soled stilettos, and while women's shoes continue to be the bulk of the business, menswear accounts for around a quarter of sales. Christian Louboutin has expressed his confidence in Smith's creativity, stating that he is convinced by Smith's unique vision and is happy to have an intelligent voice from a different generation at his side.
Stella McCartney, another celebrity child, has confounded critics by establishing herself as a major player in the fashion world. Her success has echoed in the nomination of Jaden Smith, with some drawing parallels to LVMH-owned Louis Vuitton's decision to name Pharrell Williams as creative director for menswear in 2023.
Smith will take the hotseat with limited experience in the fashion industry, at a time of fierce competition from corporate juggernauts such as LVMH and a global slump for the sector. He is set to move to Paris and be responsible for four men's collections per year, including shoes, leather goods, and accessories for Louboutin's brand.
Jaden Smith has shown interest in environmental causes and has backed a sustainable bottled water business and a vegan food truck for the homeless. His commitment to sustainability may influence his designs for Louboutin, adding a fresh perspective to the luxury brand.
However, the choice of Jaden Smith as chief menswear designer has not been without criticism. Some have attached the term 'nepo babies' to Smith, referring to someone whose success is seen as based on the work of their parents. Others have criticized the lack of design school and technical experience, pointing out that Smith does not have formal education in the fashion industry.
Despite the criticism, Christian Louboutin is optimistic about Smith's appointment, stating that Smith will show the brand's vision in a more visible way. As Smith takes on this new challenge, the fashion world eagerly awaits to see what he will bring to the table.
