Jaden Smith prompts renewed discussion on 'nepotism' in the fashion world at a Louboutin event
In a surprising turn of events, Jaden Smith, the 27-year-old son of Hollywood legend Will Smith, has been appointed as the new creative director of Christian Louboutin's men's collections. This move comes at a time of fierce competition from companies like LVMH and a global slump for the fashion sector.
The appointment of Smith is seen as a first step in Louboutin's succession planning. Christian Louboutin, the fashion brand's founder, expressed admiration for Smith's creativity and intelligence. Louboutin believes that Smith will make the brand's vision more visible.
However, not everyone is thrilled about Smith's appointment. Some have criticised it as an example of nepotism, referring to him as a "nepo baby." Critics have attached the term to Smith, as well as the offspring of Johnny Depp, Lenny Kravitz, and Gwyneth Paltrow among others.
Despite the controversy, Smith has shown enthusiasm, taste, and passion for the fashion industry. He co-founded the niche unisex streetwear brand MSFTSrep in 2012, targeted at Gen Z and Millennial fashion enthusiasts. Smith has also collaborated with sneaker-maker New Balance and has shown support for environmental causes and sustainable businesses.
Smith will be moving to Paris and will be responsible for four men's collections per year, including shoes, leather goods, and accessories for the Louboutin brand. He will take over the fashion industry role at a time when he already has a large following on Instagram, with 19 million followers.
Reaction to Smith's appointment in the media and on social media was mixed. Some praised Louboutin for taking a step towards succession by bringing in a new creative director for the men's category, while others questioned the decision to appoint someone with limited technical fashion skills.
Smith himself expressed feeling pressure to live up to the achievements of his famous father and to meet the expectations for his new role. However, he remains optimistic and is eager to make his mark in the fashion world.
The Louboutin brand is famous for its red-soled stilettos and women's shoes make up the bulk of their business, with menswear accounting for around a quarter of sales. With Smith at the helm, the brand may be looking to expand its menswear offerings and appeal to a younger demographic.
The choice of Smith as creative director echoes LVMH's decision to name Pharrell Williams as creative director for menswear in 2023. Stella McCartney, another celebrity child, has confounded critics by establishing herself as a major player in the fashion world. It remains to be seen whether Smith will follow in her footsteps and prove the doubters wrong.
