Assa Traoré and Louboutin: what we know about the "association" between the activist and the luxury brand

Point raised, look at the camera, Assa Traoré strikes a pose on an armchair, pumps with red soles on her feet.

The photo was posted Wednesday on the Facebook account of the collective "The truth for Adama", which the young woman is at the head.

It is accompanied by a message to the creator of these legendary luxury shoes, Christian Louboutin: “I warmly thank you for the honor you do me by associating me with your campaign for equality and justice for all. , by committing your prestigious brand to it, ”she wrote.

Since then, the debate has been lively on social networks and in the media, some mocking the image of the left-wing activist who has become the “muse”, according to them, of a luxury brand.

What does this association consist of?

False, retorts the brand from the outset to the Parisian. Assa Traoré is "not a Louboutin muse" but she is one of the 200 personalities "sensitive to social justice issues" who were contacted by the French designer to relay, "if they wish", the capsule project " Walk a Mile in My Shoes ”(which could be translated as“ put yourself in my place ”).

Released on June 16, this collection was designed by Christian Louboutin, his friend the British actor Idris Elba and his wife Sabrina Elba, an American model. The latter two are very involved in the Black Lives Matter movement. The funds of the capsule will be entirely donated to five non-profit organizations fighting against discrimination. "The objective is to support the fight against social injustices, police violence, systemic racism, ostracism", assures the French brand. The idea for the charity collection was born after the “deaths of George Floyd and Breonna Taylor in 2020 and the conversations around discrimination and social injustice that followed”.

The 200 people selected in France and around the world - "activists, athletes, artists close to these issues" - "do not receive any financial compensation," says Louboutin. On the other hand, they are the recipients of a "pack composed of a few elements of the capsule, of the open letter of the couple Elba and Christian Louboutin, of a poster", details the luxury brand, which insists: "Free to them to relay the project on their platform ”.

In France, Assa Traoré, sister of Adama Traoré, a young man who died in 2016 after his arrest by gendarmes from Val-d'Oise, has established herself as one of the figures in the fight against police violence and racism.

“The message of equality and the values ​​that you spread by encouraging each other, through this magnificent collection, to empathy and action, are a sign that our hopes for social and civic justice triumph. are not in vain in the fight against police violence and discrimination, ”the 35-year-old wrote in her Facebook post.

Why is it debating?

Hypocrisy, tackle the detractors of Assa Traoré, who recall that the militant's shoes cost 695 euros.

Commercial recovery for Louboutin, they also assert, noting that the company is now valued at more than 2 billion euros, since the Agnelli family has become the main shareholder.

"Capitalism is great, it catches up with everything, it always eats everything, it even manages to recover the cause of Assa Traoré who had nevertheless called himself rather anti-capitalist", quipped Thursday on the set of "Grandes Gueules" Olivier Truchot.

"After signing his partnership with famous luxury shoes, let it be said, when Assa Traoré treads the truth of the facts, it is now with Louboutins on his feet", ironically on Twitter the ex-polemicist of "We are not in bed" Eric Naulleau.

Social revenge, defend others, like Rokhaya Diallo, journalist and anti-racist activist.

“What class contempt in the attacks targeting Assa Traoré!

For many it is unbearable that a woman from working-class neighborhoods is associated with luxury, she laments on Twitter.

Assa Traoré is constantly attacked because she has always asserted herself in the public space with her head held high without subscribing to this story expected from minority people.

Assa never bowed to this posture forged to call for condescension.

"

#Louboutin What class contempt in the attacks targeting #AssaTraore!

For many it is unbearable that a woman from working-class neighborhoods is associated with luxury.

Force Assa @laveritepradama who has the audacity to campaign without adopting a miserable posture.

- Rokhaya Diallo (@RokhayaDiallo) June 17, 2021

What do Christian Louboutin and Assa Traoré say?

Contacted, the collective "The truth for Adama" affirms not to "pay attention" to the criticisms and estimates that "the fight against racism is

recoverable as

much as possible by all and all".

“It is fortunate that this fight is finally recognized as an obvious and universal cause.

Equality and justice concern us all, ”he adds.

The Louboutin company insists for its part on the “philanthropic approach” of its project.

“Our basic desire is to find an echo among people directly or indirectly affected by these issues, so that they try, at their level, to provide funds to organizations that offer solutions in the field.

"