Meanwhile the LoL capsule collection by Nicolas Ghesquière.
While Riot Games is on the cusp of the world's largest e-sports event – 99.6 million unique viewers last year – the creator of League of Legends (Laugh out loud for friends) continues the celebrations around the 10th anniversary of his iconic game (new logo, games and projects, including an animated series) with a prestigious collaboration. The publisher has announced a partnership with the French Luxury House Louis Vuitton last September.
The flagship of the LVMH group finds its first love since the malletier will design "an exclusive and completely new travel case that will house the "Summoner's Cup" », reveals Riot Games, the trophy awarded to the world champions of Laugh out loud. A clever mix between the "Louis Vuitton's traditional know-how and ultra-modern high-tech elements inspired by the world of League of Legends". This is the first time that one of the world's most popular games is collaborating with a luxury brand.
This unprecedented association does not end there: after the huge success of K / DA, the virtual K-Pop group unveiled at the opening ceremony of the 2018 World Championships (5 million views in 24 hours on YouTube, 275 million views today), Riot Games presents True Damage, its new hip-hop group consisting of champions of League of Legends, Qiyana, Senna, Akali, Ekko and Yasuo. It is Nicolas Ghesquière, artistic director of the collections Women of Louis Vuitton, who conceived theprestige skinsFrom Qiyana and Senna. "Skins", special versions of the skins / basic dresses the editor specifies, which can only be unlocked at specific times (during an event of the game World 2019 for Qiyana and early 2020 for Senna).
This is not the first time that Nicolas Ghesquière, also a fan of manga, prides himself on a video game: in 2016, he chose Lightning, from Final Fantasy, for muse, launching at the same time the trend of models / virtual muses. Louis Vuitton will also reveal a capsule collection inspired by the prestige skins of Qiyana and Senna. With this collaboration, Louis Vuitton is killing two birds with one stone, addressing a young and very committed audience, while targeting the Chinese market, the growth engine of the House. Millennials, especially Chinese, will represent 45% of luxury customers in 2025.
Empress of the Elements. @TWNGhesquiere designed for prestige skin for the @League of Legends Qiyana champion as part of the House's partnership with @riotgames and @lolesports. Find out more ahead of the World Championship at https://t.co/7aORK7zdXm #LVxLoL # Worlds2019 pic.twitter.com/0Kh5uiIZIk
– Louis Vuitton (@LouisVuitton) October 30, 2019
With this collaboration, Riot Games sees the opportunity to "enhance the prestige of the most inescapable events League of Legends, "said Naz Aletaha, Director of Esport Partnerships at Riot Games.
The IRL version of the band will be composed of artists Becky G, Keke Palmer, Soyeon, Duckwrth and Thutmose and will debut with the title GIANTS, November 10, for the final of the World Cup League of Legends at the AccorHotels Arena.