Editor's pick social media technology

Final Fantasy computer game character fronts SS16 Louis Vuitton campaign


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.


“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.



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

digital snippets e-commerce film Uncategorized

Digital snippets: Burberry, Marc Jacobs, Tom Ford, Nicolas Ghesquière, Hunter, G-Star, Dita von Teese

Some more great stories from around the web surrounding all things fashion and digital over the past week or so:


  • Watch Romeo Beckham run circles around his fellow Burberry models in SS13 campaign video (as above) [Telegraph Fashion]
  • How Marc Jacobs is amping up the luxury e-commerce experience [PSFK]
  • Tom Ford will even be inviting bloggers to his first ‘real’ runway show [Styleite]
  • Nicolas Ghesquière’s first-ever tweet: an analysis [The Cut]
  • Hunter takes control of British weather in global Facebook campaign [Campaign]
  • G-Star Raw launches animated video campaign [WWD]
  • Dita von Teese sews QR codes directly into her clothing [PSFK]
  • Op-ed: Fashion’s unsung internet forums [BoF]
  • Do people actually shop on phones? The answer is decidedly yes [NY Times]
  • Shoedazzle taps Rachel Zoe as new celebrity spokesperson [AllThingsD]