Kate Moss for the first time became the heroine of Alexander McQueen Spring 2014 ad campaign. Holding on to a doll, which shares the same electric hair color and dress as herself, one could only assume that the doll is a copy of its owner, Kate Moss, which strikes as a disturbing but somewhat unique and bewitching prop to the fashion house’ campaign.

The dark and suspenseful photo was shot by photographer Steven Klein who took inspiration from the cult thriller of the 60s “Peeping Tom”. It is the first time in 12 years that the photographer is working again with the brand. An Alexander McQueen spokesman said that the main theme that inspired the creative team, became voyeurism, the protagonist of the thriller, Mark, watching the world through a camera lens.