Greek mens underwear brand Modus Vivendi has gone all out for its 2015 campaign and will be presenting its new collection in a huge, 10-part series, that literally spans the globe. This challenging project takes the form of highly individual images presented by ten amazingly talented photographers working in different parts of the world. Each of the photographers has been chosen by the brand for his unique photographic style and unique ability to interpret and present Modus Vivendi’s inimitable style.
Each of the different lines from the new collection has been sent to one specific photographer, with a remit to illustrate the new designs in his own particular style. The original idea came from Christos Bibitsos, the designer and creator of every piece of Modus Vivendi. He personally chose ten very talented artists, all of whom welcomed the project enthusiastically. We except to see some highly individual, stylish, powerful and exciting images.
First stop is Leicester, England. The line presented is Modus Vivendi’s new Pride Line and the photographer who created these colour-intense images is Gavin Harrison. We admire the work of this photographer at Men and Underwear, you may have seen quite a few editorials by him on this blog already so you are familiar with the high standards of his art. The models you will see in the pictures below are Adam Phillips and Alex Cannon.
‘Knowing Modus Vivendi produce top quality products, I knew I could focus all my efforts on creating sexy shots of the two great models Adam & Alex. I decided to keep the images simple but strong, taking the theme of colour from the collection as my inspiration’, said Harrison.
And now lets talk a bit about the new underwear line. Pride, is indeed all about colour, testing in a way the classic black and white Modus Vivendi approach and bringing vibrant colour combinations into their 2015 collection. The new line comprises briefs, boxers and tank tops, all of which feature contrasting tones (pink and grey, blue and red, green and black, yellow and purple). Dynamic and athletic, this underwear offers superior comfort and a modern look using classic cuts, soft cotton covered waistbands, extra-soft high quality fabrics, and discreet logos. In a word, this is sporty, happy underwear at its best!
Underwear: Modus Vivendi (www.e-modusvivendi.com)
Photographer: Gavin Harrison (www.facebook.com/GavinHphotography)
Models: Adam Phillips (www.facebook.com/pages/Adam-Phillips-Model/224471841010583)
Alex Cannon (www.instagram.com/al_cannon1)
Styling/assistant: Ant Tatton