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Jesse (played sensitively and carefully by Elle Fanning) is a 16 year old who moves to LA to get into modelling. She is clearly different to the glacial, and rather more jaded girls with whom she works, but because of her fresh facedness is seen as something new and different - the 'vampire' motif is used again and again in this film as we see artists and agents feeding off each other. Jesse's rundown LA accommodation (complete with scuzzy landlord convincingly played by Keanu Reeves) couldn't be more different from the hallucinatory world of the models, where on photo shoots and in clubs the girls are illuminated by neons and primary colours. And it's into this world that Jesse gets pulled, gaining in self confidence as her model colleagues become less and less tolerant of her artlessness and the attention she generates, and finally resolving to do something about this ingenue in their midst.
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The Neon Demon uses a glacial directorial gaze to dissect, fetishise and ultimately indict the contemporary fashion industry (a theme deployed in Easton Ellis's 1999 novel Glamorama). It's an artificial world and Winding Refn glorifies in showing this - he has been quoted on more than one occasion that this is a film about 'the insanity of beauty'. There's an intriguing scene, set in an office with a cameo from Christina Hendricks as an agent, who with her fuller figure seems oddly grotesque next to the pallid, wan forms of the other girls, but quite natural next to Jesse. As she explains to her young star to be that Jesse will make a great model, a street scene with slowly moving traffic is shown in the background through the office windows, which I'm fairly certain is either animated or the result of some skillful model work. In a similarly jarring moment, later in the movie one of the cast members removes her sunglasses and it's impossible to tell whether she's real or a model (rather than a catwalk model, if you see what I mean), so vacant are her eyes.
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The 'NWR' stamp at the beginning of the film announces Nicolas Winding Refn as a brand, like perfume or a fashion range. Maybe this is a joke on himself. After all he's no stranger to a bit of the old self reflexiveness, having been the central figure in two documentaries, 2006's Gambler, covering the period of his extensive financial difficulties, and the 2014 movie My Life Directed by Nicolas Winding Refn. I think he knows he's made a great film and it's for everyone else to catch up. In interviews Winding Refn is big on his no compromise policy, which has seen him fall out with stars, directors and famously walk off the set of the planned remake of The Equaliser three months before shooting began. Audiences have been as split over The Neon Demon as they were for Only God Forgives, but I'd rather have him make uncompromising films than Drive 2, that's for sure.