Something’s been playing on our minds this week. And for once, it’s not our daily caffeine consumption.
Jaden Smith has just been named the first-ever creative director of Christian Louboutin. And while the announcement is already making its way through headlines and moodboards, we’re pausing on this one. Not to hate. But to ask a few necessary questions.
Because the truth is: these moves are starting to feel less like cultural alignment, and more like campaign strategy. Is that a bad thing. That will also split opinion no doubt.
We’ve always admired Jaden’s creative instinct. He’s bold. He’s expressive. He’s built his own language through music, performance, and style. There’s no denying that he cares. But this isn’t a slight at Jaden, it’s a wider conversation.
Why is it that creative direction has become the new billboard for brand relevance?
Louboutin is a powerhouse. It has heritage, design language, and emotional memory. And yet, the appointment feels more PR-led than design-rooted. It’s become too easy to assign titles to public figures and call it creative vision. When behind closed doors, we know hundreds of underrepresented, underfunded, and undiscovered creatives are still waiting for their moment.
Make no mistake, there are absolutely times when it works. Pharrell at Louis Vuitton opened up new possibility. Martine Rose bringing her lens to Clarks made sense. It was rooted in taste, not reach. In craft, not clout.
But right now? It feels like brands are skipping the part where they actually get to know their audience, their values, and their own DNA. Instead, they’re looking for the loudest megaphone and handing them the moodboard.
We're always open to being proven wrong. Maybe Jaden will go and build something timeless. Maybe he’ll architect a new chapter for the brand that’s more inclusive, more experimental, more evolved.
But for now, we’re watching this one play out with a cautious eye.
We just hope the next big creative appointment is made with the creatives in mind. Not the campaign calendar.
Grab your flat white to go this morning. Have a think. And let us know where you’re at.
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