As if creative directors at luxury fashion houses didn't already have enough to worry about, they're now expected to come up with ideas for seasonal ads that are not only on-brand, but that also have potential to go viral. While certain labels called upon big names like Justin Bieber, Joan Didion, and Joni Mitchell to front their campaigns in 2015; others, like Louis Vuitton, stuck to their usual formula: models and/or low-key celebrities nonchalantly posing in off-the-runway looks shot by a famous photographer (or three).
Nicolas Ghesquière hasn't experimented much in his ad campaigns since joining Louis Vuitton in 2013, but that's all changing for spring 2016: Instead of casting Jennifer Connelly, Freja Beha Erichsen, Liya Kebede or another of his perennial muses, he chose a video game character — Lightning, from the Final Fantasy series, to be exact. For the "Series 4" spring campaign, Louis Vuitton partnered with video game artist, designer and director Tetsuya Normura of Square Enix to animate the images, which Ghesquière previewed on Instagram on Monday. The theme involves the merging of reality and fantasy, and recalls the sci-fi, futuristic inspiration for the spring collection and show, which included nods to anime, space, and the digital world.
While we doubt there's much overlap between die-hard Louis Vuitton and "Final Fantasy" fans, the multimedia concept is certainly new, and we're excited to see how the rest of the campaign shapes up. Here's hoping for another Fernanda Ly appearance — she and Lightning would look pretty rad with side-by-side pink hair.