How often do you observe the soles of your shoes? This once-neglected part has been “turned” by the French fashion house into a valuable global icon
Legendary color: Christian Louboutin’s red soles
Color is a core part of fashion. But to turn a color gamut into your identity is not easy. When building a connection between color and personal identity, the brand will easily create associations for customers every time they see that color, as a silent but effective way of advertising. One of the brands that have successfully built an unmistakable color is Christian Louboutin with red soles.
Growing up in Paris, one of the most historic cities in the world, Christian Louboutin’s life was surrounded by fashion. He started his fascination with high heels at the age of 13, when he visited the Art Museum and saw a sign prohibiting high heels. That image stuck in Christian Louboutin’s mind. Later, he developed world-famous ideas.
The red sole of the Christian Louboutin high heels is recognized worldwide as a legend, a fashion icon of women. However, few people know, that the iconic red shoe sole comes from an accident.
The red sole was born on an afternoon in 1993. At that time, Christian Louboutin had just designed a shoe inspired by Andy Warhol’s Flowers . The sample product was completed but did not satisfy him. Christian Louboutin feels the shoes look dull. At this moment, the assistant is painting her nails with bright red nail polish. With just one glance, he decided red was just what the shoes needed! He dabbled in polishing the base with bright red nail polish, creating the first product to feature the signature red color of his personal brand.
In Western culture, red symbolizes love, passion, and blood, which gives strength to women and unleashes their inner confidence. The designer jokes about the erotic concept of his design: “Men are like bulls. They can’t resist the allure of red.”
Thanks to that chance moment that year, Christian Louboutin sells more than 500,000 pairs of shoes a year. The colorful red sole is not only successful in attracting the eyes. But it is also an affirmation of the confidence of women.
The brand has successfully transformed the already neglected part of the shoe into a point of both aesthetic interest and commercial value. Louboutin doesn’t like promoting or giving away free shoes to celebrities. Instead, the brand wants the red-soled heels to speak for themselves.
With ingenious shoemaking techniques that create shoes of impressive height, combined with a red sole that is easily revealed in the wearer’s footsteps, Christian Louboutin has successfully attracted many high fashionistas. grant. Many of the brand’s fans are celebrities, from Sarah Jessica Parker and Oprah Winfrey to Princess Caroline of Monaco and other members of the royal family.
Christian Louboutin’s red-soled shoes represent the lavish lifestyle of celebrities. When they wear shoes to events, the red color of the soles is easily revealed with their footsteps. Even from a distance, fans of the stars can still easily spot that they are wearing the iconic red-soled shoes. Fans then rushed to buy shoes like their idols with the dream of having an equally rich life.
In 2008, Christian Louboutin applied for a copyright on a pair of shoes with red soles. Then, in 2011, Christian Louboutin filed a lawsuit against YSL (now Saint Laurent) because the French brand had a red-soled shoe that the designer called “confusing” with its product. In the end, the US court ruled: Louboutin only has trademark protection for shoes with a different color upper than the red bottom sole. And in the case of YSL, because the shoes have both red uppers and soles, the design doesn’t break the law.
However, the above trial shows that red has become as important an identity for the Christian Louboutin brand as the logo. Since then, the brand has developed a series of new products, and for any product, still uses red as a symbolic shade. Now, when it comes to red in fashion, people always immediately think of Christian Louboutin.
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