Jaden Smith being appointed the new Creative Director for the men’s line at Christian Louboutin has stirred up conversation about whether brands value fashion experience or a celebrity name plastered on their campaigns.
Jaden Smith has always made bold fashion statements and has been a name in the fashion world for years. Just this year at the Grammy’s he sparked buzz by wearing a hat inspired by Transylvanian castles. Many still questioned the validity of his new position in the company.
TikTok user Claire Vastola says “Jaden Smith just got the job you went to fashion school for.”
Vastola states that companies are sending a message that “Visibility is valued more than experience.”
This isn’t the first time we have seen a celebrity become the new face of a high end fashion brand. In 2023 well-known producer and singer-songwriter Pharell Williams became the Men’s Creative Director at Louis Vuitton. Pharell has created a large name for himself in the music industry as well as the fashion industry. Pharell has a very intricate history in fashion. Williams collaborated with Louis Vuitton in 2005 to create the “Millionaire” sunglasses. He has founded two clothing brands, Billionaire Boys Club and ICECREAM. So is it his celebrity or his fashion that got him here?
There are so many other creative directors that you may not even know about. Kendall Jenner and Cardi B were both appointed creative directors in 2021. Kendall Jenner for FWRD and Cardi B for Playboy. Jenner worked with stylist Carlos Nazario to create FWRD’s fall campaign. Cardi B was appointed Playboy’s first Creative Director in Residence. She provides artistic direction for the brand and their digital content.
I can see the angle that companies are going for, by using these familiar faces as a way to get people to shop and perhaps attract a new audience. However, personally when it comes to clothing pieces, the quality and look of the piece is what should draw people to it more. These are brands that have already made a name for themselves and I feel that people who are invested in the fashion world value a designer that works their way up to a creative director role rather than being handed it on a silver platter
While Jaden Smith and Pharrell have shown a passion for fashion throughout their time in the spotlight, others have not, which creates a sense of confusion for the consumer.
Kendall Jenner for example has a rather simple style when she is not on the runway which would not completely interest me in something she is doing when it comes to fashion. Not to mention that a lot of these celebrities have stylists. A lot of their fashion choices come from that person who works behind the scenes to put them in these looks. However, she is a model and many do love her which would be the main draw
I was completely unaware that Cardi B and Kendall Jenner were the Creative Directors of these brands and I am curious what these celebrities are doing behind the scenes.
Rather than hiring a new Creative Director altogether, these brands sometimes create specific collections with certain celebrities as the co-designer or curator. For example, in 2023, Kim Kardashian, known for her basics with little to no fashion experience, was the curator of an 85 piece Dolce and Gabbana collection. In addition to that, in 2023, Dua Lipa and Donatella Versace teamed up to drop a collection as well.
The highlighted archived pieces meant they were similar if not the exact same as the pieces on the runway from 1987-2007. By putting Kim’s name on it, Dolce and Gabbana may have thought that it would bring more attention to the collection.
Future, the rapper who is known more for his music talent than his fashion expertise, was appointed the Creative Director at Lavin to collaborate on a collection in 2023.
I understand the appeal of a celebrity being the face of a new collection however it discredits the work of the people behind the scenes who study fashion in hope of living out their dreams to creatively direct a designer brand.
In today’s day and age it is hard to differentiate whether these choices are authentic or to simply gain some recognition and exposure.
