Though we didn’t know jack shit about the sci-fi Japanese series Final Fantasy, we felt pressured to Google the video game franchise when Louis Vuitton Creative Director Nicolas Ghesquière announced the brand’s forthcoming campaign would star some pink-haired character named Lightning. Ah, the power of marketing—Oh, the pressure for brands to go viral.
Aesthetically, the futuristic edge of FF designer Tetsuya Nomura’s work loosely echoes the same streamlined style Ghesquière unveiled for spring. There’s no argument that Lightning looks like a bad bitch, wearing LV and violently slicing the air with her designer purse as if it were a sword in this “Series 4” preview clip.
The entire effort, one that strives to fuse reality and fantasy, feels a bit forced, blatantly reaching for media outlets like this one to talk about the progressive casting. You win, Ghesquière, and the unstoppable Internet machine prevails.