James McAvoy is the new face of Prada.
The Scottish actor will front the fashion house’s Fall 14 campaign, with celebrated photographer Annie Leibovitz capturing the black and white images.
James, who’s currently filming new movie Frankenstein, looks mean and moody in the shots. Set against a bleak and windy backdrop, in one photo James can be seen walking along a concrete wall by a rocky beach with his hands tucked into his pockets.
The shots are in stark contrast to the rich materials used in the new collection, including gabardine, silk twill, a mohair-silk blend and crepe de chine.
In another still James stands on a grassy hill in front of concrete blocks, again with his hands in his pockets, gazing at the camera wearing a dark, heavy winter coat with pronounced lapels.
Prada took to their Twitter account to share some of the striking imagery.
“Prada Menswear Fall/Winter 2014 Campaign, Annie Leibovitz photographs Golden Globe nominated James McAvoy,” the brand posted.
James, who always looks dashing on the red carpet, recently spoke about his reluctance to don formalwear. But when the situation requires a suit, he couldn’t help but name drop his new employer.
“I’d run a mile from a suit if I could, but if I have to wear one, it’s Prada or Burberry,” he recently told the British edition of InStyle.
The 35-year-old star went on to explain that he’s much more at home in the ’70s style of clothing he has to don for X-Men: Days of Future Past, though co-star Michael Fassbender isn’t such a fan.
“Fassbender hates it, but I love the clothes. I actually owned a pair of brown bell-bottoms – not for a role – that were maybe slightly too tight for me,” he laughed.
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