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The truth is a matter of imagination.
(K Le Guin, 1989)

The media are not toys… they can be entrusted only to new artists, because they are art forms.
(McLuhan, 1954)




































© 2025 Pedro Bernstein. All rights reserved.

Egoïste — Issue No. 10 (Lost / Unfound Edition)

Subject: Jorge Luis Borges
Photographer (Imagined): Richard Avedon
Art Director: Pedro Bernstein
Supplement: Apocryphal Manuscript “Pedro Bernstein, Author of Pierre Menard, Author of Don Quixote”
Format: Conceptual Advertising 
Year: 2025
Genre: Literary Fiction, Archival Fabrication, Borgesian ReconstructionThis fictional Egoïste cover imagines a lost edition of the magazine devoted to Jorge Luis Borges. Using Richard Avedon’s portrait, the photographer historically associated with Egoïste, the project reconstructs the visual language of the publication with meticulous fidelity. Beside the cover, a fabricated manuscript expands the Borgesian universe: a generative-AI recreation of Borges’s handwriting presenting “Pedro Bernstein, the author of Pierre Menard, Author of Don Quixote.” This invented document mirrors the recursive play of the original story, proposing a new layer in the chain of authorship and rewriting the Quixote through a deliberately impossible textual lineage.