Christian Louboutin teams up with Zepeto
The French designer will debut new collections on the Loubi World platform
Great news for fashion and gaming fans alike: Christian Louboutin is extending the label’s reach in the digital world.
The Parisian designer has announced a partnership with Korea-based gaming app Zepeto that strengthens the growning synergie between the two industries. Marc Jacobs and Valentino launched collections on Animal Crossing earlier this year, and Louboutin has previously signed up to Drest, the styling gaming app launched by British magazine editor Lucy Yeomans, which counts no less that 160 luxury labels on its platform.
Louboutin’s interest in social gaming is no surprise given the designer’s flair for theatrical footwear. Notwithstanding classics such as the Pigalle and Kate, Louboutin’s designs are bursting with fantasy: from Greek mythology and poetry to biker chic and My Fair Lady, the themes of his collections reflect a vivid imagination.
Indeed, the Frenchman began his career crafting stage shoes inspired by the dancers of the Folies Bergère. Today, he claims his shoe shapes are still very much informed by the poetry of dance and movement.
Drest is significantly more “grown-up” than Zepeto, the cartoonish aesthetic of which places it in the “cute and chatty” category of gaming apps, geared towards a teenage demographic.
Billed as “an immersive digital creative experience”, the game allows players to buy their avatars an array of Christian Louboutin SS21 shoes. The tempting options include silver strappy heels available for the princely sum of £2.99 - a price that has arguably never been associated with the French maison ever before.
Games can also take their avatar on a stroll through Loubi World, a “techno-kawaï” version of Paris complete with café, Eiffel Tower, carrousel, panoramic views of the city and a flagship Louboutin store.
The idea is to interact with other players and even indulge in a little VIP pampering. And who could resist the opportunity to rub shoulders with Mr Louboutin himself (albeit in digitised form) and throw some shapes around in his “Loubi Disco”?