Meet Louis Vuitton’s new model, anime girl Lightning

Popular video game series heroine struts her stuff in high-end fashion brand’s latest advertising campaign

PUBLISHED : Tuesday, 12 January, 2016, 2:04pm
UPDATED : Tuesday, 12 January, 2016, 2:34pm

Louis Vuitton creative director Nicolas Ghesquiere has had something interesting up his sleeve since he debuted his spring-summer 2016 collection in The Fondation Louis Vuitton building on the outskirts of Paris.

With the futuristic, highly digitally inspired collection came big hardcore boots, hacker-influenced references and even bondage straps, then gel-like materials that placed the collection firmly in a tech-obsessed world. Pair that with amped-up electronica and the world of the internet and gaming subcultures begin to fall into place. Models had anime make-up, exaggerated eyes and a punky attitude. Computer nerds of the world would have rejoiced, if any of them were watching the Paris runways shows.

For the LV “series 4” campaign imagery, he took it one step further casting an anime muse from the Final Fantasy computer games. The collaboration with Japanese artists is one of the most interesting and unexpected around, perhaps fittingly reminiscent of when the French brand first collaborated with Japanese artist Takashi Murakami on their famous monogram bags back in 2003.

Now Ghesquiere is rekindling the LV love for Japanese culture, this time joining forces with famed video game artist Tetsuya Nomura of Square Enix to bring his anime heroine Lightning as a star in the campaign, dressed of course in Louis Vuitton and clutching a leather handbag.

The brand released a teaser image online, and it has drawn heavy interest for the sheer unexpected nature of the project. Perhaps reading deeper into it, it has more to do with the future of fashion and how it will be affected by technological advances.

The worlds of high fashion and video gaming couldn’t be further apart, but this move does lend a certain irreverence and edge to the storied luxury bag maker. It is tough to stand out in today’s retail landscape, but with this campaign, Ghesquiere has made sure LV makes a statement.