Louis Vuitton Pre-Fall 2020 Campaign Goes Pulp Fiction

Louis Vuitton has released their new womenswear campaign for Pre-Fall 2020 and it's set to be a bestseller. The celeb-filled campaign takes pulp fiction book covers–gothic, horror, sci-fi and fantasy–and reimagines them with famous faces as their heroes and heroines. Sophie Turner becomes the brooding mistress presiding over 'The Devil's Mansion', while Doona Bae is cast as an undersea explorer and Emma Roberts appears as 'The Dragon Slayer'.

Given Ghesquière is renowned for his ability to reconfigure historical references with futuristic design concepts, it's no surprise that the campaign uses nostalgia as a backdrop for his ultra-contemporary designs. It feels like a speculative future: what if we went back in time, and figured out how to do it all differently, with Ghesquière as our cultural guide?

According to the French house, 'fashion is a novel', and in fact, the original cover of William Peter Blatty’s 1971 cult science-fiction novel The Exorcist has made its way onto a t-shirt for the collection. Ghesquière fans will note the callback to the Stranger Things t-shirt from Vuitton's S/S 18 collection.

Apart from Turner, Bae, and Roberts, the line-up includes Billie Lourd, herself a sci-fi and horror actress, and also daughter of Star Wars legend Carrie Fisher. The campaign also includes a number of faces in the Louis Vuitton celebrity stable: Léa Seydoux, Angelica Ross, Stacy Martin, Kelsey Asbille, Chloë Grace Moretz, Alicia Vikander, Laura Harrier, Zhong Chuxi Yaya, Noémie Merlant, Deepika Padukone, Woodkid, Rinko Kikuchi, Cody Fern, Jennifer Connelly, Billie Lourd, Jaden Smith, Gugu Mbatha-Raw and Robyn Samara Weaving.