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

Comment Editor's pick mobile social media

Burberry’s live Snapchat campaign pushes boundaries, but polished view leaves something to be desired


Burberry took to Snapchat once again yesterday – this time to reveal its spring/summer 2016 ad campaign being shot by Mario Testino, live as it took place in London.

As per the usual Snapchat brief, those images will live on the platform for 24-hours only. The campaign captures models Hayett Belarbi McCarthy, Misha Hart, Ruth Bell, May Bell, Eliza Fairbanks, Liam Gardner and Louie Johnson.

Christopher Bailey, chief creative and chief executive officer at Burberry, said: “We wanted to play with the traditional format of an advertising campaign to make it much more immediate and accessible just as we did with our runway show last month. Creatively this is incredibly exciting as we are totally focused on capturing the energy and the rawness of the shoot and sharing it the moment it happens.”

James Kirkham, global head of social and mobile at ad agency Leo Burnett, writing on behalf of Marketing Magazine, highlighted numerous factors set to make this campaign superb – that it proves social media can be premium, that it plays on the desire for urgency from this audience, and that it successfully puts mobile first.

Burberry creates live Snapchat Campaig_001

“The transient nature of the platform means you have to be in it to win it. Miss it, miss out. FOMO is rife, and exclusive Testino shot fashion ranges that last 24 hours are as good a reason as any to be there in the right place at the right time,” he writes.

But while all of that is true, the result left me wishing for a little bit more. Snapchat is the opportunity to truly go behind-the-scenes, offer up a raw view of life behind a brand, and Burberry eschews that altogether by opting for this really polished persona. That worked in its storytelling for fashion week, but it leaves a little to be desired with an ad campaign that ultimately offers not much more than flicking through a look book (albeit an early view of it).

There are no shots of the shoot actually taking place (the image shown above was not on Snapchat); just the finished product. And even then, we’re talking largely stills, alongside a handful of videos that don’t offer any sound. It’s beautifully done, of course, but for the eager Snapchat audience, it feels as though an opportunity has been missed to capture that little bit more.

In fact the most authentic part of it, is the sincere looks of glee shown on the faces of Testino and Bailey in the shot below, taken together at the end. If only we could hear from them about what they’re creating. Kudos to Burberry for breaking the mould once again, but a more candid view is what will have made it a true winner for the season ahead.


e-commerce Editor's pick technology

It might seem like a gimmick, but here’s why Henry Holland’s NFC payment ring matters


House of Holland’s London Fashion Week show this season saw NFC-enabled rings used to purchase straight from the runway.

Launched in partnership with Visa Europe Collab, a new innovation lab within Visa, the initiative went above and beyond that of a gimmick by bringing together trends including shoppable collections, wearable technology and the future of payments.

Read the full story on why that’s important, over at Forbes.

Editor's pick social media technology

The best of tech coming up at #LFW


London Fashion Week kicked off yesterday, and while there might not be quite as much buzz around tech or digital ideas at the shows as there was in New York this season, there are still a handful of things worth knowing about.

Head over to Forbes for a highlight of the best, including Burberry’s early Snapchat reveal, Hunter’s mobile gigs on Periscope, Topshop’s Pinterest Palettes, Henry Holland’s NFC-enabled wearables, Fyodor Golan’s Transformers (as pictured) and a look ahead at Intel as a patron of the British Fashion Council.

Blocks data e-commerce Editor's pick social media technology

Topshop teams with Pinterest for colour-themed fashion week campaign


Topshop’s tech focus at fashion week this season lands on Pinterest, and its theme of choice: colour.

The British retailer has partnered with the virtual scrapbooking platform to launch “Pinterest Palettes”, a tool that scans and identifies the dominant colour in any given set of Pins, enabling users to discover their personal colour DNA as well as upcoming trends for spring/summer 2016 based on what’s being seen on the streets of New York, London, Milan and Paris.

The results will also come with shoppable recommendations, linking back to the entire catalogue of According to the team, a potential 16.8m colour combinations will be possible, providing unique results for every user.

Sheena Sauvaire, global marketing and communications director at Topshop, said:?“We recognise that the power of colour on our customer is huge; it has the ability to inspire, excite and drive purchases, so we’re delighted that our partnership with Pinterest has enabled us to explore the impact of colour, whilst engaging our customers in the excitement of London Fashion Week.”

Adele Cooper, UK country manager at Pinterest, added:?“With more than 24 million fashion ideas Pinned globally each day, Pinterest has become a destination for personal style inspiration. By launching Pinterest Palettes, Topshop is enabling people to engage with the ideas they have saved in a new way, discover something personal about their colour preferences, and take action with a fun, individualised shopping experience.”

For those in London, Topshop will also host a pop-up on the lower ground floor of its Oxford Circus flagship that will offer shoppers the ability to explore Topshop’s spring/summer 2016 Pinterest boards on iPads, and print out their our Pinterest Palettes colour inspiration cards to take away with them. The personal shopping team will also offer colour advice tailored to customers’ individual colour spectrums.