Lightning: A Virtual Heroine by Tetsuya Nomura, Louis Vuitton Series 4, Global Lightning: A Virtual Heroine by Tetsuya Nomura, Louis Vuitton Series 4, Global
Lightning: A Virtual Heroine by Tetsuya Nomura, Louis Vuitton Series 4, Global Lightning: A Virtual Heroine by Tetsuya Nomura, Louis Vuitton Series 4, Global
Lightning: A Virtual Heroine by Tetsuya Nomura, Louis Vuitton Series 4, Global Lightning: A Virtual Heroine by Tetsuya Nomura, Louis Vuitton Series 4, Global
The Heroine by Juergen Teller, Louis Vuitton Series 4, Global The Heroine by Juergen Teller, Louis Vuitton Series 4, Global

Cross-reality casting

06 : 01 : 2016 Louis Vuitton SS16 : Poly-reality : Final Fantasy

Global – Louis Vuitton has cast a character from role-playing video game Final Fantasy as the face of its new campaign.

  • The digital heroine appears in imagery and videos promoting the spring/summer 2016 collection
  • Campaign carries on a theme of digital fantasy explored in the spring/summer 2016 catwalk show 

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+.

​The Big Picture

Luxury brands are embracing Anti-authenticity Marketing with a challenging aesthetic that abandons the distinction between real and fake with the use of digital imagery.

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