“How can you create an image that goes beyond the classic principles of photography and design?” asks Louis Vuitton creative director Nicolas Ghesquière.
The answer, it seems, is to feature a model unlimited by the restrictions of their physically-constrained counterparts.
So it is that Louis Vuitton have released a series of three videos featuring video game Final Fantasy XIII‘s heroine Lightning wearing items from their Spring-Summer 2016 collection.
It’s an intriguing concept; one that defies the value of craftsmanship and tradition to portray fashion in an innovative new light.
Beyond the expected curiosity that’s arisen in the industry, reactions to the campaign have been mixed. Model Janessa Wright, however, is a big fan. “I am a model who is a nerd at heart. I never thought I’d see the two things I love most, video games and modeling, combine into one gorgeous and glorious project. I almost want to cry.”
As for Lightning’s thoughts on the project? Well, you can read an interview she conducted with The Telegraph here.
We can’t help but wonder: is this the start of a radically new form of fashion marketing? Does it have potential beyond the obvious gimmick? Time will tell, though you might be surprised to learn this isn’t video game developer Square Enix’s first foray into the industry.
What do you think about the Lightning: A Virtual Heroine campaign from Louis Vuitton? Let us know in the comments.