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Joe Alwyn is the new face of Prada's Spring 2018 ad campaign

A new hero

Joe Alwyn is the new face of Prada's Spring 2018 ad campaign
The 26-year old British actor stars as Prada's male protagonist for the SS18 campaign, 'Ascension'.

Despite the burgeoning interest by the paparazzi as of late, young British actor Joe Alwyn isn't just known for being Taylor Swift's current beau. The 26-year old actor has starred in a string of films, including a titular role in Ang Lee's war film Billy Lynn's Long Halftime Walk and a leading role in upcoming psychological thriller, Keepers. Most recently, the blue-eyed star debuted his first fashion-related role for Prada's Spring 2018 men's advertising campaign, titled Ascension.

Given the rife graphic and comic references for Prada's Spring/Summer 2018 collection, the campaign paints Alwyn as a "postmodern Prada hero," with him delivering his best rendition of a smouldering gaze for all three visuals along with a short film. Shot by renowned photographer and frequent collaborator Willy Vanderperre, the campaign's location is befitting of the theme—the Galleria Vittorio Emanuele II in Milan, where the striking backdrop of the domed glass cupola and ironwork struts lend a viscerally captivating semblance to the images. While the black and white shots were captured outside the Osservatorio Fondazione Prada (on the roof of the restored 19th-century structure), the other visuals were taken against a white backdrop, with Alwyn decked in a medley of looks including a crisp, striped shirt emblazoned with a graphic motif, and a black utility jumpsuit coupled with a waist bag. Take a look at the film short here.

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  • Image: Prada / Willy Vanderperre

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