Behind Louis Vuitton's meme-worthy Fashion Week countdown

Hop in the Louis time machine
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Behind Louis Vuitton's meme-worthy Fashion Week countdown
Louis Vuitton SS20

Louis Vuitton artistic director Nicolas Ghesquière knows a thing or two about building a brand for the future. And while attendees gear up for the much-anticipated Louis Vuitton Autumn/Winter 2020 show at the Louvre tonight (casual), the luxury label made sure to further ramp up excitement.

If you follow LV on Instagram (which you definitely should), then you may have seen 19th century paintings come to life in a countdown to its upcoming fashion show. If you haven't, then you can thank us later for bringing it into your life. The posts are photomontages of modern-age classics, seamlessly blending with the paintings. 

Anachronism at its very best, you can spot IT-favourites, such as the Boîte Chapeau Souple, the Keepall, the Petite Malle and the Palm Springs Backpack in a quirky new light. The posts smartly align with the 1800s, a time when Monsieur Vuitton obliged for the elite with his eponymous monogram trunks. If you travel, make it fashion, right? 

Ever since 2013, when Ghesquière entered Louis Vuitton to head womenswear, we witnessed continuous references to French history - remember the Autumn/Winter 2019 pre-Internet show, or the Spring/Summer 2020 collection of Belle Époque–era Paris?

The posts spark a great discussion. Where is fashion heading in 2020? Will we see brands fabricate their own memes or social content in the hopes of going viral? Better yet, can memes serve as a new cultural DNA for labels? And in this case, what will the Louis Vuitton show hold for us? Tune in to the show tonight to get Ghesquière's answers.

You can watch the show live at 9:30 pm, local time on Instagram, or at louisvuitton.com

Photos: Instagram and Jason Lloyd-Evans