First look: James McAvoy stars in the new Prada campaign
Shot by Annie Leibovitz
A leading man of the realms of cinema and style, McAvoy has been celebrated for his outstanding performances in The Last King of Scotland, Atonement and Filth, as well as the star-studded X-Men franchise. In McAvoy Leibovitz found a charismatic and unpredictable conspirator; "an introspective hero who brings an effortless intimacy and individuality to the menswear collection."
Prada as a brand like to explore the artform of architecture quite closely – the show space for the collection pictured (held last January) was designed as an experimental and informal stage for performance; "As if in a theatre characters, set, music and costume came together to form an experience – open to the interpretation of the audience provocatively placed around, above and within the show space. From the orchestra pit concert group L'Usignolo performed music from Pina Bausch shows and the songs of Kurt Weill."
Through these new visuals McAvoy's "theatre" is formed of concrete and stone, the severe landscape shot in muted black and grey – serving as a dedication to the German avant-garde. Concrete staircases, stone paving and a wild rocky coast swept by a grey sea bring a certainty and magnitude to the atmosphere of the photographs and it is against this backdrop that Leibovitz and McAvoy interpret the Prada man – "a play of multiple acts".