Solange Azagury-Partridge launches Alpha jewellery for men
Starring Mark Ruffalo
Celebrated jewellery designer Solange Azagury-Partridge has launched her first menswear collection entitled Alpha, all in black and yellow gold with emerald insets.
Avengers actor Mark Ruffalo has been selected to front the line, appearing in a short film for and doing its voice-over, too, reciting the Rudyard Kipling poem, If.
The star walks around, touching the jewellery he is wearing and it soon becomes clear that he's in some kind of trouble.
"I think Mark has such a great voice," said Azagury-Partridge, whose own voice made a cameo as that of the angry female in the video. But what does it all mean? "No matter how Alpha male you are, it's the woman who is in control of things," she explained.