Louboutin: The Louboutin Effect - Turning Red Soles Into a Global Luxury Code

Photo from The New York Times by Caroline Tompkins

In a period of only two years, Christian Louboutin accidentally made a design choice that became one of the strongest brand codes in fashion. The legendary red sole of Louboutin, which was initially made by the application of a bottle of nail polish, was then considered to be a symbol of power, eroticism, and individuality at the same time, all over the world.

Getty Images / Rihanna at the 4th Annual Roc Nation Pre-GRAMMY Brunch. Getty Images

Another way to say this is that what started as an aesthetic enhancer gradually became a sort of social currency. Celebrities like Elizabeth Taylor and Cardi B were among the many who sported Louboutin's extravagant high heels; they were not only present but dominating red carpets, music, and the global fashion scene, thus showing that luxury can be represented by one colour only.

Louboutin's strategy of getting the red sole trademarked, offering made-to-measure services, and creating exclusive stores was one of the ways he enlightened the world about the attraction of design. Presently, he has a $3.2 billion business based on branding, lack of availability, and feelings; the counterargument that psychology rather than comfort is the main factor in luxury persists.

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