Fashion and video games may not often go hand in hand, but there is a great similarity followers of each industry share: passion. Trendy fashionistas wouldn’t miss a single photoshoot from their favorite designers, while avid gamers are up to date on the new games and technology their favorite companies release. As a personal lover and follower of both industries, there is no better treat to see the two merging together. Nicolas Ghesquière, creative director of Louis Vuitton, is taking this step between these two passionate industries for the Louis Vuitton spring 2016 ad campaign, and the results have proven to be potentially groundbreaking.
Final Fantasy is one of the most well-known series in the video gaming world, with its roots in Japanese anime and the namesake fantasy. So, this seems to be the natural place for Ghesquière to look for his spring 2016 muse, as the collection has a distinct focus on digital art, with hints of anime, space, the future, and sci-fi.
Louis Vuitton has always tended to cast models in a classic, off-runway setting for campaigns, but with this season’s forward approach and integration with technology, the creative director selected Lightning, a Final Fantasy series heroine, to be the muse for the Louis Vuitton “Series 4” campaign.
In order to pull this off, Ghesquière partnered with Tetsuya Nomura, video game designer, artist, and director for Square Enix. The two designers teamed up to create a perfect merge between fantasy and reality that embodies the best aspects of the spring runway show.
Maybe it is so, that fashionistas and gamers don’t generally run in the same circles, but anyone can appreciate the beauty of the pictures that have already been released to social media. On Monday, Ghesquière gave a preview of the campaign on Instagram. Maybe this is just the step that was needed to include more people in the world of fashion. The positive response is easy to see on the Instagram comments from all types of users.
Louis Vuitton fans are looking at Lightning and applauding the innovative and beautiful use of technology for this campaign, whileFinal Fantasy fans were looking through this fashion campaign and loving one of their favorite characters portrayed in a new light. One thing to be seen overall is that two groups of people are looking to this campaign for two different reasons. And in doing so, they are experiencing something they might not have ever thought to look into on their own.
This is the kind of forward thinking the fashion industry will be remembered for making. Making fashion more inclusive and more accessible to different kinds of people without compromising the integrity of a photoshoot is a great feat to witness.
It is something completely uncharted for campaigns, with beautiful results to show for it, and this makes the outlook for the future of the fashion industry seem very bright. This new idea of digital modeling doesn’t mean the end of a career for fashion models, so that fear should die down quickly. This concept won’t push out the need for women modeling the looks, but there is a wondrous prospect that I can foresee for the future: fashionistas’ favorite models featured right beside video gamers’ favorite characters in perfect harmony with one another.