Louis Vuitton is making good on the whispered promise by its digital avatar in the recent LV jewellery promotional advert. That of an increase of the use of digital characters in its promotions. LV's creative director has chosen to use Japanese video game character "Lightning" from the Final Fantasy game series to promote in its "Series 4" campaign.
This is in fact not the first time the Final Fantasy game characters have been used in fashion promotions, in 2015 Prada used them for its campaigns. It is however an unusual direction for Louis Vuitton, a brand supposedly renowned for the pinnacle of luxury, to take.