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Brief Published: 25 Aug 2015

‘Louboutinize’: Christian Louboutin’s Branded Photo Filters

'Louboutinize' app

French luxury footwear label Christian Louboutin is bringing its famously glamorous ethos direct to social media with the launch of a free smartphone app that adds Louboutin-inspired filters to user's images before sharing them on social media. Dubbed Louboutinize, the app (developed in-house) works in a similar way to popular photo-sharing platform Instagram, which now has more than 300 million users worldwide (see Instagram for Retail Brands).

Users can take photographs directly in-app, or select an existing image from their smartphone library, and apply one of three filters conceived to denote the brand's aesthetic. 'Rouge' adds a red tint in a nod to the signature red soles of Louboutin shoes, while a whimsical 'Legs' filter superimposes a pair of pins over the image, such as a burlesque dancer, a circus performer or an equestrian. Finally, 'Crystallise' imbues the photo with a slightly warped, cut-glass effect to "add sparkle".

Post-editing, users can press a lighting bolt icon at the bottom of the screen to share the image directly to social media networks Twitter, Facebook and Instagram, accompanied by the automatically generated hashtag #Louboutinize, plus the name of the filter used. Before sharing, users can also press a question mark icon for further information on the inspiration behind each filter.

Additional filters, including one devised specifically for men, will be revealed in September 2015. For more examples of retail strategies aimed at engaging the modern man, see also Selling Style: New Masculinity and Marketing to Millennial Men.

Louboutin isn't the only brand issuing its own filters. At German designer Karl Lagerfeld's concept store in Amsterdam, the changing rooms are equipped with touchscreen photo booths that let shoppers snap their outfits, apply 'Karl-inspired' filters and share via social media or e-mail (see also, The Omni-Channel Store Space).

For more on key social-media-fuelled strategies for enticing young and future luxury consumers, see The Social Media Sell 2015, Luxury Online for Millennials, Brands Behaving Authentically: Culture & Inclusivity, Pop-Ups-Evolve: Social Media & Tech, Social Media Seduction and Social Media for the Luxury Sector. See also Louboutin: User-Generated E-Gallery.