Virtual Luxury

What’s happened?

Louis Vuitton’s SS16 campaign steps into the RPG dystopian dreamscape, casting Final Fantasy XIII’s leading lady Lightning as the face of their manga and computer culture inspired “Series 4” collection. “Lightning is the perfect avatar for a global, heroic woman and a world where social networks and communications are now seamlessly woven into our life,” said creative director Nicolas Ghesquière. “We’re all confronted by the digital world in a good way and influenced by cyber, and the images that make us dream or judge. It’s a real reality influenced by the virtual world.”

Our take

The campaign is a radical inversion of luxury advertising norms in its content, casting, and digitally led launch (mini films on Instagram and Vuitton’s website). Ghesquière navigates a shift in the paradigms of categorical brand media conventions, to be at the forefront of the trends of the modern connected world.

“I was thinking about this digital frontier, which I wanted to combine in harmony with the world of Louis Vuitton. It’s an evocation of cyber, of what comes from digital – these characters or girls that are speaking to their generation.”

What’s The Wrap?

The Wrap is a fortnightly review of the latest trends and technologies from around the globe.

In a constantly evolving marketplace, we identify the best new technologies, campaigns and consumer behaviours and cast The Media Store lens over their practical application and efficacy, to ensure we and our clients remain at the forefront of the news.