Louboutin plunges us headfirst into his world

Yesterday, the Paris Fashion Week kicked off, marking the start of a week filled with unique and innovative shows, challenging brands and fashion houses not only to present an innovative collection but also to think of original ways to showcase it. A challenge that Louboutin took quite literally. Gone are the minimalist displays where shoes rest statically on sleek pedestals. At Louboutin, things are in motion, fashion is on the move, and the traditional runway is no longer enough: the SS25 collection will be presented by members of the French synchronized swimming team, with their feet in the air and their heads underwater. But that’s not all, Christian Louboutin also enlisted American photographer David Lachapelle to capture this unique moment, blending fashion and Olympic fever.

This is nothing new for Lachapelle, who is no stranger to fashion campaigns that break the mold. In fact, he’s considered a pioneer of a new era of fashion photography that anticipated the aesthetics which would go on to shape the digital age: celebrating gay pride, social outrage, and hyper-colored surrealism, with a touch of celebrity obsession. One of the photographer's most famous campaigns was for Diesel in 1994, spotlighting a couple of sailors passionately kissing in front of their fellow shipmates. More recently, he worked with Kenzo, showcasing his talents in a colorful, offbeat, and particularly exotic campaign. As for the aquatic world, Lachapelle had already centered a project around pools and water back in 2009 for an event organized by Maybach. He hired synchronized swimmers to pose as party guests, who then dove into the water in formation while, of course, Lachapelle captured the moment.

This choice of collaborator was a natural fit for Christian Louboutin, as he sought a partner to capture the beauty not only of the pieces presented but of the entire spectacle that will unfold exclusively before the eyes of astonished spectators. And it’s no small challenge for both the designer and the dancers: they must ensure that the shoes stay on when the dancers point their feet and perform their choreography, and also that the dancers can execute their routines in high heels, despite being used to performing barefoot. They must also account for how the water might alter the color and patina of the shoes. One discovery made during rehearsals, however, was that Louboutins are waterproof, standing up to both water and the movements performed in it. The greatest challenge, however, is making sure that the swimmers, dancers, set design, projections, reflections, and timing are all, as you might guess: synchronized.