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LIGHTNING: A VIRTUAL HEROINE

The first of three videos from the Louis Vuitton SERIES 4, Spring-Summer 2016 collection advertising campaign.

Her name is Lightning and she flashes through fabulous worlds in seach of her sister who is being held captive.

Lightning pushes the idea of the heroine even further. It is logical that the Maison Louis Vuitton would explore the infinite possibilities of the virtual world and ask this fantasy character to interpret the essence of a heroine.

Today Lightning, the heroic figure in 'Final Fantasy', the cult series of video games that has inspired more than 100 million players around the world, agrees to become a character in the Louis Vuitton galaxy. The Maison has always pushed the boundaries of reality and dreams. Real, virtual, incarnate, metaphorical: Lightning is the fruit of Square Enix studios' imagination, and she raises the question of immanence - that which takes place solely in the mind - in tomorrow's world.

​“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

Discover the full campaign and the collection here.

Tags: Ad Campaign, Ready to Wear, Series 4, Lightning