Louis Vuitton unveils its Pre-Fall 2020 collection

For luxury brands, pre-collections are becoming important communication platforms to experiment with new ideas and visuals. A perfect example of this new creative strategy is Louis Vuitton's Pre-Fall 2020 lookbook which is inspired by book covers and posters from old horror films. It all began with The Exorcist, a cult novel by William Peter Blatty in 1971, then became a t-shirt that will definitely be a must-have of the season. Following this mood, Nicolas Ghesquière invited a cast of musicians and Hollywood stars and created for each of them a small world made of clothes and retro, lo-fi and graphics, made in collaboration with photographer Collier Schorr.  Swedish pop star Robyn meets a giant purple cat with long claws in The Night Chaser; Billie Lourd and Cody Fern, actors in American Horror Story, are the protagonists with the eighties look of Secret Spell; Emma Roberts is a dragon slayer wearing a scarlet dress; while Lea Seydoux has to fight a dangerous spider. 

This beautiful tribute to B-movie and Pulp Fiction proves once again how clothes and images have the power to tell a story. In the cast of the project, there are many of Ghesquière's favorite talents, some already LV testimonials: Jaden Smith, Emma Roberts, Jennifer Connelly, Léa Seydoux, Sophie Turner, Billie Lourd, Cody Fern, Angelica Ross, Stacy Martin, Kelsey Asbille, Doona Bae, Laura Harrier, Zhong Chuxi, Yaya, Noémie Merlant, Deepika Padukone, Woodkid, Rinko Kikuchi, Gugu Mbatha-Raw, Robyn and Samara Weaving.