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Fashion

Louis Vuitton's Pre-Fall 2020 Ad Campaign Is Campy Sci-Fi At Its Best

Nicolas Ghesquiere has a rep as a major sci-fi fanboy and for Pre-Fall 2020, he’s taken that long-standing obsession and transformed it into one of the most imaginative ad campaigns yet for Louis Vuitton. He’s enlisted a starry ensemble cast for the 24-look collection, including house favourites Sophie Turner, Lea Seydoux, Alicia Vikander, Jennifer Connelly – as well as luminaries from around the world including Doona Bae, Zhong Chuxi, Yaya, Deepika Padukone, Woodkid, Rinko Kikuchi, Robyn and many more, to be the protagonists of imaginary “retro” sci-fi book covers and film posters.

The campaign, shot by in-demand photog Collier Schorr, is all the more delicious given Ghesquiere has gone for the decidedly campy vein of sci-fi/horror that (for this writer anyway) is reminiscent of the Goosebumps/Fear Street book series so rampant in the ’90s.

Easter egg for sci-fi/horror fans: Ghesquiere tapped on William Peter Blatty – author of the seminal 1971 book The Exorcist – for the rights to use the The Exorcist’s cover image for one of the T-shirts in the collection (it’s look number 5). It’s something he’s done before – cue the popular Stranger Things T-shirt he included in Louis Vuitton’s Spring/Summer 2018 collection – and something we foresee will continue in future collections… perhaps The Witcher next?