Saturday 3rd October

| BY Claudia Croft

Christian Louboutin: Ready-to-Wear SS21

In one of the season’s most innovative presentations, Christian Louboutin unveiled his SS21 collection exclusively on Zepeto, the Korean immersive gaming app where you design your own avatar (can you spot Team 10 above?). Players are teleported to a digi version of the new Louboutin boutique in Rue St Honoré, where their avatars can try on the entire Louboutin SS21 collection for free for a limited period, take a selfie with the designer’s cute avatar and then go and explore Loubi-world – a techno-Kawai version of the shoe maestro’s beloved Paris. They can even slip past the velvet rope at famous French nightspot, Le Palace and dance to tracks by French DJ Zimmer, before being treated to a special performance by the mighty King Princess.

Parlaying his iconic red sole into a new medium was clever on so many levels, not least because the global gaming market is forecast to be worth $256.97 billion by 2025 with players spending $4.5bn on immersive games this year alone. Savvy fashion brands can see that virtual fame translates into real life dollars. No wonder Louboutin wants a piece of the action.

Photography courtesy of Christian Louboutin.