Nicolas Ghesquière hasn't experimented much in his ad campaigns since joining Louis Vuitton in 2013, but that's all changing for spring 2016: Instead of casting Jennifer Connelly, Freja Beha Erichsen, Liya Kebede or another of his perennial muses, he chose a video game character — Lightning, from the Final Fantasy series, to be exact.
For the "Series 4" spring campaign, Louis Vuitton partnered with video game artist, designer and director Tetsuya Normura of Square Enix to animate the images. The theme involves the merging of reality and fantasy, and recalls the sci-fi, futuristic inspiration for the spring collection and show, which included nods to anime, space, and the digital world.
The Heroine by Juergen Teller:
“I discovered the Korean actress Doona Bae in the sci-fi action film “The Host”. I was struck by her character and mysterious beauty. All of her movie choices are quite particular:she flits betweenan archery champion and an accomplished boxer (in the sci-fi TV series “Sense8”), or even an inflatable doll (in “Air Doll”). I am fascinated by her gift for transformation, and I had her image very much in mind as I was creating this collection. She radiates strength and an artistic sensibility that corresponds to the values of the Maison.” - Nicolas Ghesquière
"I feel great whenever I wear Nicolas' collections. We’ve become friends over the years. He has this uncanny ability to draw inspiration from the past, interpret the present and invent the future. I am deeply touched by his work and his flair for detail. I also love the way he interprets women. He creates for independent, strong and daring women who, thanks to him, can express both delicate beauty and fatal charm,” explains Doona Bae.
Lightning: A Virtual Heroine
“It’s clear that the virtual aesthetic of video games is predominant in this collection. If we push the reflection about heroines, or what might constitute the nature of a woman whose actions can be so courageous that she becomes superior and iconic, it becomes obvious that a virtual entity integrates with the founding principles of the Maison. Lightning is the perfect avatar for a global, heroic woman and for a world where social networks and communications are now seamlessly woven into our life. She is also the symbol of new pictorial processes. How can you create an image that goes beyond the classic principles of photography and design? Lightning heralds a new era of expression.” - Nicolas Ghesquière
The Heroine by Bruce Weber
“Only Bruce Weber can capture the energy of a group and orchestrate it in vibrant harmony. Why does Jaden Smith star in this campaign? He represents a generation that has assimilated the codes of true freedom, one that is free of manifestos and questions about gender. Wearing a skirt comes as naturally to him as it would to a woman who, long ago, granted herself permission to wear a man’s trench or a tuxedo. Jaden Smith conveys something very interesting about the integration of a global wardrobe. He’s found an instinctive balance that makes his extraordinary attitude a new norm. That really inspired me in the creative process for this collection.” - Nicolas Ghesquière
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