四十多歲，內性格向的Alex過著平凡的生活，直到新鄰居搬來。新鄰居的丈夫長得和Alex一模一樣……除了一個差別：他有頭髮。亞歷克斯開始對這個更有魅力、更聰明、更成功的神秘「分身」感到越來越在意，並逐漸陷入偏執的情緒中。

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.