Christian Louboutin Destroys Shoes in Web Video

Two weeks ago, luxury footwear designer Christian Louboutin quietly launched a new website that prominently featured a rather unusual video. In it, a truck drives over a pile of what appear to be Mr. Louboutin’s signature red-soled shoes, which retail for $600 and up, and are a recent source of inspiration for Jennifer Lopez.

“I hope that little motion-picture destruction…gets picked up virally,” said Harley Lewin, partner at McCarter & English LLP, who represents Louboutin on intellectual property issues. An observer working with Mr. Lewin shot the footage in China, after a seizure of fake merchandise by the Chinese Administration for Industry and Commerce.

The website, www.stopfakelouboutin.com, marks a stark change in the way luxury brands are addressing the problem of fakes.

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