Called the ‘Alpha’ collection, jewelry designer Solange Azagury-Partridge’s new mens jewelry line is very masculine yet very female friendly. To make the launch even more special, she enlisted the help of hot actor Mark Ruffalo to star in fashion film ‘Alpha’ + also do the voice-over, reciting the Rudyard Kipling poem ‘If.’ ’I think Mark has such a great voice,’ Azagury-Partridge told WWD.
According to WWD, the film shows Mark ‘as he paces around home, fiddling with his Alpha jewelry, it becomes clear that he’s in the doghouse following a row with his other half. When he tries to enter the bedroom, a sharp exchange follows + he winds up riding the sofa for the night.In it, we see Mark pacing around home while fiddling with his Alpha jewelry, evoking how he’s in trouble with his other half. When he tries to enter the bedroom, a sharp exchange follows + he winds up riding the sofa for the night. And the moral of the film? ‘No matter how Alpha male you are, it’s the woman who is in control of things,’ she said.’ The designer’s own voice made a cameo as that of the angry female.
Comprised of everything from cuff links to necklaces, it’s a mix of black + yellow gold with a variety of stone insets including emeralds. With a mix of both ‘hard + soft’ symbols, including that of snakes + skulls to peacock feathers + prancing horses, there’s something in the collection for every man, even those who say they don’t wear jewelry. For more on ‘Alpha’, go to http://solange.co.uk.
(via WWD)