Final Fantasy computer game character fronts SS16 Louis Vuitton campaign

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Louis Vuitton creative supremo Nicolas Ghesquière may have said back in October that his SS16 collection was all about a dark virtual reality, but we didn’t take him seriously.

Now he’s taken that idea a step further with the brand’s Series 4 ad campaign. The star of it? A video game ‘virtual’ face. Yep, step forward Final Fantasy XIII’s Lightning, the kick-ass heroine of the game series owned by Square Enix and created by video game design star Tetsuya Nomura.

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“Lightning is the perfect avatar for a global, heroic woman and for a world where social networks and communications are now seamlessly woven into our life,” Ghesquière told WWD.

Ghesquière has been releasing teaser photos and video on his Instagram account and the weirdest thing about them is how very normal they look. It just shows how far we’ve come in accepting the blurring of tech and reality.

A video posted by (@nicolasghesquiere) on

He’s not the first to use Final Fantasy characters to promote fashion – Prada did that in Japan three years ago when it used male characters in a show for its men’s line. But it’s certainly the most interesting ad campaign so far for SS16. And it really highlights the need to create ever-higher-profile news around seasonal ad campaigns.

The Louis Vuitton Series 4 campaign also features teen rapper and actor Jaden Smith in a skirt, shot by Bruce Weber, and Korean actress Doona Bae, shot by Juergen Teller.

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This post first appeared on Trendwalk.net, a style-meets-business blog by journalist, trends specialist and business analyst, Sandra Halliday