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Published on Jul 1, 2014
Prada presents the 'Behind the Scenes' video of its Fall/Winter 2014 Menswear Campaign. McAvoy's theatre is formed of concrete and stone, the austere landscape shot in black and grey, an homage to the German avant-garde. Concrete staircases, stone paving and a rocky coast swept by a grey sea bring a certainty and magnitude to the atmosphere of the photographs. Against this backdrop Leibovitz and McAvoy interpret the Prada man a play of multiple acts. The dramatic effect is an experimental narrative of bold and exceptional individuality.
Starring: James McAvoy Photography: Annie Leibovitz Music: "Seaworld I" by Ben Frost Published by Mute Song Limited Used courtesy of Ben Frost