With more and more channels out there, and print readerships in massive decline, old school “this looks great, you’d look great with it, you should buy it, sucker!” advertising is being phased out. Instead, advertisers are trying to image build by creating their own media, like this film Ryan McGinley recently shot for Pringle. It stars deep and moody Tilda Swinton, who everyone in fashion thinks is more amazing, sexy and beautiful than Kate Jesus Wintour Moss. We had a very quick chat to Ryan about it.

Vice: Hi Ryan, tell us about your new film.
Ryan: I tried to represent what I knew was important to the brand. The timelessness and sensuality of the Scottish landscape where Pringle is from. And Tilda, representing strength, independence and both her existence as a Hollywood star, and as a barefoot, down-to-earth mother of twins.

How do you know Tilda Swinton?
We met in the Scottish countryside. We instantly realised we were brothers from different mothers. I was familiar with Tilda through the work of Derek Jarman. Then from the film Orlando, and more recently from films like Thumbsucker and The Deep End.

Big business is advertising less and collaborating with artists more; sometimes it works, but often it’s a disaster. Is it something you feel good about?
I always want to push the limits of what can be done and to make great art. I have to feel a deep connection with the brands I collaborate with.

Are you a nature kind of guy?
Of course: dramatic skies, afternoon showers, rays of sunlight penetrating through the forest, pink sunsets over the ocean. Mother nature is my muse.

Thanks.

SAM VOLTERS