Cross-reality casting

Lightning, a central character in the iconic fantasy saga, appears in the campaign modelling the opening look of the show, wearing a pink leather motorcycle jacket with matching colour hair and chunky black accessories. 

Crossing the boundaries between a physical and digital aesthetic, the campaign taps into our Poly-reality macro inspire, which explored the use of lo-fi CGI imagery to create campaigns that evoked video game environments.

Louis Vuitton is not the first brand to use a digital character in its campaign. Kenzo’s spring/summer 2015 catwalk show featured the digital avatar Knola, which later appeared in branded editorial content. Lightning has also starred as a model before, styled in Prada’s spring/summer 2012 collection for Japanese fashion magazine Arena Homme+.