Christian Louboutin launches his SS21 collection via social networking app Zepeto

Christian Louboutin has teamed up with South Korean social gaming app Zepeto to unveil his spring 2021 men's and women's collections during Paris Fashion Week.

The French shoe designer has joined the likes of several other brands who have adopted Digital driven strategies to launch new collections in the light of the Corona virus pandemic.

Zepeto allows one to style their own avatar and enter a virtual world to socialize with other users and is mainly used by girls aged 13 to 24 from Asia, Russia and America. Through the app Loubotin aims to introduce his new collection to a Generation Z fashion lovers.

Titled 'Loubi World', the immersive digital space allows customers to not only view the new collections but also discover Parisian landmarks and moments that are meaningful to Mr. Louboutin. Guests create an avatar of their choosing-either manually or with the facial recognition technology and can engage in a series of activites such as taking photos with Mr. Louboutin's avatar, walking past a virtual Eiffel Tower, taking a ride on a picturesque carousel and shop for new shoes at the Galerie Vero-Dodat - a replica of the passage where Louboutin opened its first boutique in 1991. They can document the experience via Instagram, Facebook, TikTok, Weibo and WeChat.

'The luxury industry is not only for people who can afford to buy, but also for people who are dreaming about fashion, and who are interested in it. 'It's introducing ourselves in a different way to a different customer,' Louboutin said in an interview with Women's Wear Daily.

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