It’s looking like “Mission Impossible 3” was both a career breaker AND maker for Hollywood royalty. And in the case of Jonathan Rhys Meyer the bounty has been beautiful. Based on his powerful screen presence Donatella Versace selected the MI3 star for the fall Versace men’s advertising campaign where he is joined with supermodels Christy Turlington, Angela Lindvall, Carolyn Murphy, Kate Moss and Daria Werbowy in what amounts to a worldwide image campaign. Meyers, Moss and Werbowy are all prominently featured in Versace eyewear ads in GQ, Vogue, Esquire, In Style and Details. "Jonathan represents everything that is great about our men’s collection," according to Donatella Versace. "He has all the trademark elements of Versace style: sensuality, individuality, mystery and glamour. But he also underlines what is new about the Versace man next season—a man who is strong and masculine but at the same time in tune with his feelings and not afraid to show them."
Previously, Versace used male models alongside female celebrities. In 2005 it was Demi Moore and Madonna; and in 2006 Halle Berry was the Versace model for the designer’s spring/summer advertising campaign. Now, Versace has done the reverse using Jonathan Rhys Meyers as the celebrity star alongside the industry’s biggest supermodels. “This is a new angle for today,” notes Versace. This uncanny use of celebrity makes for a style statement that is at once fashionable and “consumer” forceful.
"The fall campaign continues the Versace tradition of famous faces, but in a fresh, new way," says Vittorio Verdun, Luxottica’s marketing VP. "Meyer is the perfect representation of Versace’s strong, sophisticated men’s line, while Kate Moss, who is a celebrity in her own right, and Daria Werbowy, a relative newcomer, reflect Versace’s incredibly broad range of looks and designs that can go from bold and edgy to classic and elegant." The Versace campaign was shot by world renowned photographer Mario Testino in New York.
—James J. Spina