Welcome To Loubiworld: Christian Louboutin On Fragrance, Fidelity and The Future of The Brand
Having unveiled not one, but seven, new fragrances the famed French designer takes us on a scented journey through fantastical new lands
This is a man who is known in the fashion and beauty industry as ‘larger than life’ when it comes to charisma, imagination, creativity and telling a good story, so it comes as no surprise that Christian Louboutin’s latest venture into the world of fragrance comes with tales rich in curious fantasy and charm.
Playfully named Loubiworld, the new genderless collection brings a number of perfumers on board to produce the seven wonders, which come with equally playful monikers: Loubicroc, Loubifunk, Loubiraj, Loubikiss, Loubidoo, Loubirouge and Loubicrown. The array of perfumers means each scent is distinctly different and designed to take you to a number of imagined, fantastical lands with every spritz. Where the frangrances themselves are an olfactory gift, they come packaged in signature crimson flacons that are a true feast for the eyes.
Christian worked with illustrator and long-term friend, Hélène Tran to create the bottles and a unique cap for each scent, one that depicts the wonderous world the perfume belongs to and is ready to take you on a journey into.
Here, Bazaar speaks to the man himself about fragrance, fidelity and the brand’s future…
Christian Louboutin
What makes the perfect perfume?
It’s a perfume that would be able to evoke different things for different people – but a perfume that you don’t want to share with anyone else. For instance, one of my sisters won’t reveal the name of her perfume. I like this idea because a lot of people wear the same fragrance, so, the perfect fragrance is one you want just for yourself. I like the idea that a fragrance can be a little bit mysterious.
Can you tell us the difference between your initial fragrance offerings and Loubiworld?
You have a category of people who will forever be dedicated to one fragrance, but due to the different lifestyles of today, people have changed. People travel much more… I’m not going to wear the same fragrance if I’m in Egypt, that I would in New York during the winter; fragrances react with your skin and with the heat. While wearing just one fragrance is a beautiful thing – because of the idea of being faithful, and fidelity – in a way, it’s old fashioned. Because of all of that, it was complicated for me to imagine [a single fragrance] it would have to [appeal] to so many different people, living in different countries around the world, so I couldn’t imagine [creating only one].
After shoes, and then bags, your next foray was into beauty, and then fragrance – why were these two the next logical steps?
If we’re speaking about women, going from shoes to bags is pretty obvious. When it comes to beauty and fragrance it is the same idea again of empowering women, of creating something beautiful, but also something subtle.
Do you have aspirations to build on these pillars and one day create a lifestyle brand?
I started my company 29 years ago. I can’t say I feel the urgency to branch out even more, but I would never say never, because I’m totally open to [exploring other markets]. It would need to be logical and make sense. Right now, do I have a project going in that direction? No. But at the same time, I’m building a small hotel in Portugal; however, that’s completely out of pleasure, it’s not a business move at all. I enjoy it: the process of developing things, colours, looking at tiles, I have always loved architecture, so you could call it a little step into the lifestyle arena – but it’s personal, it’s not professional.
What fragrance do you wear? Are you loyal?
I’ve always been faithful and completely unfaithful at the same time. Since I was a kid, I’ve gone back and forth between two or three different fragrances. Now, I’m using Loubiraj and Loubirouge. I only need a little bit, otherwise it’s too strong for my skin. I also wear cologne. My favourite cologne is 4711 – which I’ve been wearing since I was a kid, and a cologne from Frederic Malle.
Loubicroc Eau De Parfum with notes of myrrh, cypriol and sandalwood
If your shoes could tell your story, what would they say?
They would probably say that I’m a nice person, but pretty spoiled – especially when it comes to shoes. I like my shoes to be neat and perfect. I have two different categories: my favourites when they’re clean and new, and then after the first crack I feel terrible, I’m so sad. Then, I have the second category which are shoes that I love, but I wear any time. I like the excitement of having a new pair of shoes.
Diana Vreeland once said, “The first thing to do, is to arrange to be born in Paris. After that, everything follows quite naturally.” How much of your trajectory do you feel you owe to Paris?
I would say that Diana Vreeland is right, but at the same time she should have probably added that it’s not only being born in Paris, but also being raised there. I think Parisians share this with people from [places like] Rome and Rio: if you’re from a place where people tell you how beautiful it is, you’re blessed just by being from there. We’ve been privileged to be surrounded by such beauty right from the beginning. So, yes, of course, it has definitely had a huge impact.
Loubiworld fragrances are available at Harvey Nichols Kuwait and also on Ounass, priced from Dhs1,290
Photography by Efraim Evidor. Styling by Anna Castan
From the January 2021 issue of Harper’s Bazaar Arabia