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In this gritty outing - a nocturnal drama with the edge of a thriller - Platon (Pavel Volya) is a well-to-do pimp who caters exclusively to upper-crust clients; this opportunistic loser has built his world on pretense by recruiting one woman after another into the "industry," and deliberately and cruelly manipulating their expectations in the process. His life turns an unusual and altogether unexpected corner, however, when he meets Lyuba (Elizabeth Lotova), a young woman employed in a top-tiered Moscow boutique, who objects to the two-dimensional values of her customers. Pavel instantly falls for her, but in an unusual way - on a much deeper level than his attraction to the majority of his streetwalker employees. He finds himself conflicted, however, for he has actually entered the boutique with the stated objective of setting Lyuba up with his regular client, Abdul.