Louis Vuitton has a new endorser in its latest advertising campaign, and it is no other than the "Final Fantasy XIII" star Lightning. The news was first revealed by the fashion house's creative director Nicolas Ghesquière via his Instagram account.
It appears that Lightning was chosen to headline the Spring-Summer 2016 collection. Based on the initial video posted, the "Final Fantasy" heroine was depicted brandishing several leather handbags, which - for their part - managed to look fashionably deadly, indeed. Called the Series 4 campaign, it is a collaboration that recalls a previous Prada marketing stunt that also featured several "Final Fantasy" characters modelling the label's fashion line for Japan's Arena Homme Plus magazine, Kotaku previously reported.
Lightning's inclusion in the Louis Vuitton campaign has not been surprising for industry observers. For one, Nicolas Ghesquière, the fashion house's creative director, is known for his fascination with technology and digital worlds. The fashion industry as a whole is also gravitating towardtechnology in its products, best depicted in the rise of virtual fashion show events. The 2016 Met Gala, which is considered the Oscars of fashion, will be staged with the theme "Manus x Machina: Fashion in an Age of Technology," according to CNN.
The Series 4 Louis Vuitton campaign is also seen as a strategic move to capture a niche market segment, involving gamers and digital enthusiasts, particularly in Japan. Lightning's role is explained as one "initiating a quest, a heroic journey in which the protagonist gains strength every step of the way," the show notes read, according to Harper's Bazaar.
