Like many others, Louis Vuitton creative director Nicolas Ghesquière took it to Instagram to reveal the upcoming SS16 campaign starring Final Fantasy XIII protagonist Lightning.
An unexpected direction for the brand who, for the past three seasons, accustomed us with fairly traditional campaigns. For Lightning, in other hand, it wasn't her first time being featured on fashion luxury ad as the character had previously starred in a Prada men's campaign for Arena Homme Plus in 2012.
Working with video game artist Tesuya Normura of Square Enix, the heroine wears looks from the latest collection including bags and crop tops. As Guesquiere said backstage of his Spring 2016 show “We are all living with this new dimension. We are all managing how to integrate these new notions of digital, virtual, and cyber with our real life,”.
But the surprises did not end there, this week the brand revealed its new campaign image featuring Jaden Smith wearing a pleated skirt and posing alongside models Sarah Brannon, Jean Campbell, and Rianne Van Rompaey, photographed by Bruce Weber.
Nothing new in a boy wearing what media outlets call “womenswear”, the novelty is a non-indie label like Vuitton embracing non-traditional themes and being a conversation starter on controversial topics.
Perhaps, Louis Vuitton is transforming the heroes of today’s youth into luxury brand heroes, too.