See first glimpse of a LOVE and VERSACE city, the completely original design of which was digitally created specifically for this film by Director and Designer, James Lima, with Creative Direction by LOVE’s Editor-in-Chief, Katie Grand.
Grand says: “Working with James Lima again was of course completely thrilling, and adding Versace in to the mix was very exciting. The models we used are badass cyber chicks who are so cool and fuck-me gorgeous they don’t care that the world is falling apart. James is indeed a genius.”
This city in fact does not exist; Alessandra Ambrosio, Ana Beatriz Barros, Claudia Mason, and Julie Ordon, all wearing Versace Fall/Winter 2010/11, were filmed separately, acting and reacting to the virtual world crumbling around them. Lima describes MODELGEDDON as:”Supermodels, being über bitchy, dressed in sexy Versace, shot with a RED camera, with a huge amount of computer graphic destruction, in a photo-real urban landscape”.