The fashion industry is starting to shift in a way we’ve never seen before—through its creative directors. At first, it was the revolving door of Creative Directors, where it looked like fashion houses were playing switcheroo with their muses. Now, it’s discarding those who work in the industry entirely for a celebrity face. From red carpets to runways and now backstage, celebrities are entering fashion in the most unexpected ways as Creative Directors.
Celebrities joining in as Creative Directors isn’t something entirely new. Since 2020, we’ve seen the rise of stars joining various brands across skincare, wellness, and footwear as creative or artistic directors. A$AP Rocky joined PacSun as a Guest Artistic Director in 2021 and the rapper Future was Lanvin’s guest creative, dropping a limited collection at the tail end of 2023. In 2023, we also saw Pharrell Williams drop his first collection as Louis Vuitton’s Men’s Creative Director and just yesterday, Christian Louboutin announced rapper and actor Jaden Smith as their first Men’s Creative Director.
The internet was up in a storm with the news, with comments like “Next up is my labubu”. The conversations on celebrity culture, and fashion’s exclusivity were back to the forefront. The consumers have raised concerns about how it’s hard to think that those with the relevant talent and experience are being passed over for a famous face without credentials or experience.
It also raises questions about a celebrity’s role in fashion. At first, they were models, then muses. With the rise of social media marketing, they then became brand ambassadors. But now they are in the very crevices of fashion that establish fashion for what it is. It’s hard to question whether a celebrity comes with true aesthetic vision, or if this is a vanity project. But I guess that’s something yet to discover.
While the internet seems divided on Jaden Smith’s latest move with Valentino, one thing is certain—his track record proves he has an eye for artistry. From past creative ventures, we know he understands style and aesthetics. But when it comes to translating that vision into men’s footwear? That’s a story only time will write.
