Nicolas Ghesquière tells the story of Louis Vuitton pre-fall 2020 by setting the campaign in different made-up book covers that look like they’ve come out of a shelve in the 70s. After designing a t-shirt with a print from the original cover of the sci-fi novel The Exorcist by William Peter Blatty, the designer decided to go further by exploiting the incredible imagery of certain book editions with their illustrations and one-of-a-kind typography to present the collection. It’s also a nod to the fact that fashion can seem like a never-ending story which cycles endlessly from one era to another, bringing trends back in when you thought they were gone forever. Fashion is a testament of time and history – a great way to apprehend the future too! Models, actors and other creative personalities become the heroes of their own horror, murder, adventure or sci-fi novels.

Discover images of the campaign below!