PRADA UOMO AW2012 ad campaign just like portraits hung in the halls of a modern palace featuring renown actors Gary Oldman, Garrett Hedlund, Jamie Bell and Willem Dafoe, acting luminaries, they are also the stars of the AW2012 fashion showcase in Milan, are the distinct subjects of this extraordinary gallery – transposing cinematic codes to the world of menswear in the series of three-quarter length portraits and YES, the masculinity of men's fashion are back.
In the campaign each leading man plays a different archetype, layering codes of dress in a subtle parody of power and role-play. Exaggerated poses and conspiratorial glances hint at the game, a palm solemnly placed on the heart or into a pocket with precise formality. A cardinal red background speaks of ceremony and theatre – the light accentuating the cut of a sleeve or the slope of a coat tail – while each man transforms the clothing into a costume for their own unique performance. Their contemporary character study of manners and meaning reveals a new set of rules for the modern gentleman’s attitude to dressing.
The campaign images shot by David Sims for Prada’s AW2012 menswear collection capture four of Hollywood’s leading men in a contemporary character study. Stylish men off screen as well as on, they are some of the most iconic screen characters of our time, as well as influential icons of fashion. Together the four actors, each at a different point in their careers, represent a cross-generational broadening of the face of Prada Menswear.
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