Louboutin Homme in Naples
As Global Events & Marketing Manager at Christian Louboutin, I faced a critical brand perception gap: while we dominated women's luxury footwear globally, our men's collection lacked credibility. I needed to create an experience proving our craftsmanship heritage to the world's most influential men's editors, shifting the narrative from product launch to lifestyle authority.
Brand Narrative Design
End-to-End Project Orchestration
Stakeholder Management
Strategy
Created an intimate, immersive 3 day experience at our Naples factory, the heart of Italian men's shoemaking tradition. Designed a storytelling journey allowing 14 tier-1 editors (Esquire, GQ, L'Uomo Vogue) and 10 influencers experience artistry firsthand, building authentic narratives around craft and heritage.
Execution
Led end-to-end project with one team member: crafted multi-day narrative arc revealing brand story through factory access and artisan interactions. Sourced illustrator Clym Evernden and developed custom visual identity elevating the aesthetic. Managed all logistics for 24 international guests while coordinating 10 regional PR managers across markets. Oversaw every detail - factory tours, dining experiences, accommodations, ensuring flawless execution that would generate organic storytelling and lasting editor relationships.
“Even though I have been on many factory visits with other luxury brands; this experience felt refreshing and different to me because of the detail that went into organizing all of the activities, which really brought the intimate feeling of the Louboutin brand DNA to life”
— Editor, GQ China
Impact
$370k
earned media value
+25
unique assets
1.7M
circulation across tier-1 men’s titles
