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Ryan McGinley Puts Butterflies in Model's Pants for Edun Debut Ad Campaign

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It's not easy being a model. They already have to play it cool while snakes crawl all over them; now it appears that they must be able to handle butterflies down their trousers, as well. Nowness has just released Edun's debut ad campaign, which was shot by Ryan McGinley and features butterflies on the face, in the mouth, and down the pants of the campaign's models. “I was interested in how the body could reveal the butterfly,” explains McGinley, “how it could fly out of the models’ mouths, hands or pants in its unfurling glory.”

But don't let all "unfurling glory" talk make you blush: it's a metaphor. The photographer clarifies, "Like them, we are all on a long journey where we encounter endless turns, shifts, and conditions that cause us to change. The butterfly makes us realize that our journey is our only guarantee."
· Ryan McGinley’s Beautiful Rebels [Nowness]
· Snakes on a Table: The Lanvin Spring Campaign Video [Racked]
· All Edun coverage [Racked]