“Social media is the laxative of the fashion system.”
Scott Galloway of digital consultancy L2 on how smartphones are killing off the runway show in The New York Times
High fashion is going all sci-fi and I don’t know how I feel about it. Current example: Louis Vuitton’s Series 4 ad campaign just launched (on Nicolas Ghesquiere’s Instagram of course), featuring Lightning from Square Enix’s Final Fantasy game* (above). Readers, Instagram exploded.
It’s not the first time we’ve seen a high fashion brand presented as Final Fantasy video game characters; remember this Arena Homme+ Prada editorial from 2012? It was a menswear editorial to celebrate the 25th anniversary of the Final Fantasy series, but female favourite Lightning also made a cameo…
For the Vuitton campaign, the brand went one better with a fully animated Insta-video made in collaboration with computer game company Square Enix’s director Tetsuya Nomura. It’s all very dynamic and cool, and definitely something different. And it taps into the merging of fantasy and reality that Generation Y is so obsessed with (related: the rise of Cosplay).
It’s interesting because it’s so far removed from the origins of Vuitton, a heritage trunk-making company at heart. Yet, Ghesquiere is a known sci-fi geek, who has worked hard to modernise what we know as Vuitton. The entire Louis Vuitton SS16 show was, after all, an homage to all things futuristic and anime. And for pushing those boundaries, he should be applauded.
So although I’m firmly rooted in the reality camp, I’ll reserve judgment for now. Just don’t hold me to it if you see me sporting a Sailor Moon tiara come Spring…
*man, that means nothing to me, just had to Google the lot
WORDS: Navaz Batliwalla/Disneyrollergirl
IMAGES: Louis Vuitton Final Fantasy Series 4 ad campaign for SS16; Louis Vuitton ss16 collection
2015 has been a busy old year for me. I’ve been juggling working on a book (ETA August 2016 – whoop!) with freelance writing for my regulars and consulting on a new brand. Trying to fit blogging around all that has been a challenge! But I’ve been privileged to work on some great collaborations, as well as getting some amazing behind the scenes access and insights that I’ve loved sharing. (more…)
What is the future of fashion week? That’s the question that WWD is asking this week. The CFDA has instructed the Boston Consulting Group to research what fashion week might look like in the future, in light of the way social media has brought consumers into the equation.
It’s a conversation that many have been having for years now. Fashion shows used to be for press and buyers to evaluate the collections before planning their store buy or magazine features. The six month lead time would allow for designers to produce the clothes in time for them to hit the stores, and magazines to shoot their collections in tandem with their three month production schedules. The only people covering shows in real time would be newspapers.
But a number of things have changed in recent years to impact that. (more…)