I don't get the concept.
Why is he lying on a bed fully dressed with a coat on and everything? White sheets always remind me of a sense of serene sensuality and seduction. The 5th, 6th and 8th shots work but the rest... I don't know.
On a side note, Mat needs more prestigious work. I would very much like to see him replace Jon K. as the lead Tom Ford man, or maybe work as the exclusive Versace and YSL model.