Alex, a quiet forty-something, leads an ordinary life until new neighbours move in. The husband is Alex’s perfect lookalike… except for one thing: he has hair. Alex sinks into a growing paranoia as he becomes preoccupied with this more charismatic, brilliant and accomplished mysterious double.

Octave Parango, the former concept creator/editor of 99 francs has become a model scout in Moscow. This cynical hedonist leads a very pleasant life in the arms of young Russian models and in the private jets of his oligarch friends... until the day that he is contacted by The Ideal, the world's leading cosmetics firm, embroiled in a huge media scandal. Our antihero has seven days to find a new muse by traveling through the confines of post-Communist Russia, under the orders of Valentine Winfield, a hard and authoritarian visual director.