Christian Louboutin, branding more important than product
"Today it is not good enough to simply churn out product. An authentic and honest brand narrative is fundamental today, otherwise you will simply be edited out. It was time for a course correction in the fashion industry as the desire to go faster and faster simply to outdo the other became the driving force rather than putting the dialogue with the customer at the center."
Armando Branchini, vice chairman of Fondazione Altagamma, the Italian luxury brand organization, said that such a narrative could clearly be seen in Mr. Michele's creative vision, "the collections themselves, the environment in which he presents them, his advertising campaigns and store windows and his approach to digital and social media content."
"There is a consistent narrative that runs throughout, which connects strongly with the customer," he added.
As proof of Mr. Bizzarri's comment, sales at the Kering-owned Gucci have risen markedly since Mr. Michele's appointment early last year.
In exploring new fronts, Christian Louboutin has teamed up with his longtime friend Valérie Schlumberger, whose charity project La Maison Rose assists women and children in Senegal.
The result is the handmade Africaba tote, an expression of West African inventiveness and tribal artisanship. The bag's colorful beaded panels and straps are a contrast to Mr. Louboutin's signature stud detailing that also can be found on the bag charm, a small doll wearing the Senegalese region's traditional dress. Proceeds from sales will support the charity.