Louis Vuitton Stars A Video Game Character For Spring-Summer 2016 Campaign

French fashion house Louis Vuitton is taking an unconventional approach for its spring/summer 2016 campaign, casting a video game character as the model.

Widely celebrated in the fashion world for his groundbreaking designs, Ghesquière was officially named the creative director of Louis Vuitton in 2013, not long after the departure of Marc Jacobs. The images were created through a collaboration with Square Enix, the developer of Final Fantasy, and character designer Tetsuya Nomura. Pictures of Lightning showing off Louis Vuitton handbags are already a sensation on Instagram, just as other pictures presenting Lightning with several fashionable outfits.

Lightning, a pink-haired, samurai sword-wielding heroine, is pictured in the advertisements striking various poses while modeling the brand’s latest collection. Having video game characters model fashion items is certainly very uncharted territory, and Lightning definitely embodies the strength portion of their theme. This might be the reason why they have chosen a video game character as their model, especially one as Lightning which might seem fragile but is actually strong and fierce.

For the first time in years, fashion, tech and gaming websites are all buzzing about the same thing: Louis Vuitton’s SS16 purse ad campaign.