I don't know about you all, but I was completely addicted to the Harry Potter books till the movies came out. Not that I have any many issues with the movies, but you know how it is with an amazing book... the possibility of cramming it into an hour (or three) at the theatre is next to impossible. It was years ago now that I read them, but I still feel a great fondness for the characters.
This is perhaps why I feel so amused by the idea of casting Ron Weasley and Draco Malfoy in the roles of male model. I most certainly understand the savvy concept, the brilliance of borrowing their characters without actually using their persona to sell product. Marketing psychology fascinates me, and this shoot is bang on, but it still seems kinda like they should not be throwing Weasley and Malfoy in a room together with the purpose of selling clothing. It seems, I don't know... dangerous? LOL
Either way, the idea to shoot Rupert Grint and Tom Felton at the Magic Castle in LA was pretty genius. Scott Sternberg of Band of Outsiders shot the pair himself on Polaroid film (also genius) and the results are exactly what the clothing should be represented by. (It doesn't hurt that the label's acronym is BOO which fits with the castle's creepy bits for a lookbook hitting the populace in the face right before Halloween.) More than anything, it's great just to see these two just having a good time.
All in all, a pretty brilliant scheme. Well played.