This project involved reimagining the Christian Louboutin brand to better align with the evolving landscape of luxury fashion. While influential competitors such as Hermès, Dior, and Loewe have embraced a more quiet luxury aesthetic, Christian Louboutin’s existing identity felt dated and under-communicated in terms of its true strengths. Research revealed two powerful yet underutilised pillars: the artisanal craftsmanship behind the iconic red-soled shoes—still hand-finished to this day—and the brand’s rich Parisian heritage.

The task was to elevate the brand through a refreshed positioning and messaging strategy that celebrates these qualities, all while preserving Louboutin’s unmistakable red sole, its forward-thinking creativity, and its bold, expressive design ethos. The aim was not to dilute the brand’s flamboyance, but to balance its contemporary edge with its timeless craft and origin story.

Targeting emerging global Millennials and Gen Z luxury consumers—while still resonating with legacy elite clientele—the new brand direction introduced a more refined visual language, subtle nods to Parisian culture, and storytelling that foregrounds craftsmanship and heritage.

Once the refreshed look and feel were established, the campaign was rolled out across in-store POS, outdoor media, and digital channels, creating a cohesive and elevated brand presence across all touchpoints.