Who Recognizes Agent 007? Daniel Craig Is All New to Loewe

Whatever happened to James Bond? Forget tuxedos, shirts and bow ties, Daniel Craig slips into a new version of himself, almost unrecognizable and completely unexpected, under the lens of David Sims for the Loewe fall-winter 2024 campaign. In three words? Disheveled, ironic, flirtatious; like you’ve never seen him before. So much so that it’s already making our heads spin.

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Known for its unconventional choices in terms of testimonials – it is impossible not to mention the very viral Maggie Smith, aka the eternal Professor McGranitt – the Spanish brand led by Jonathan Anderson compares the concept of these shots to a «study of how characters and their clothes are intimately related» characterized by the «raw immediacy» in the aesthetics. Where colorful Tyrolean sweaters, sexy ribbed tank tops, promptly undone belts and ultra-pop collage-pants silhouetted against a white background are inspired by the work of the American artist Richard Hawkinsfull of references to the star systemto sexual tourism, rather than to a fascination with the male body and philosophical-literary mythologies.

Simply put, it’s almost natural to wonder what Daniel Craig has to do with all this. That imperturbable face, which for years in our minds has been synonymous with mystery, tailored uniform and trigger-happy, thanks to his prolonged role in the film saga of James Bondfrom Casino Royale (2006) to No Time To Die (2021). Always composed in a jacket and tie, perhaps intent on promoting yet another watch deluxe from “man in finance». Here, however, he seems to be having a lot of fun, while exchange knowing glances with the target between a grimace and a casual pose. Complete with hair style à la Iggy Pop, as some keyboard warriors suggest. But one thing is certain, shock rhymes with hot.

Daniel Craig for Loewe.

And this is probably the strong point of this campaign. straightforward and not at all glossy. Do not elect a ambassador from the banal name-dropping from the coolnessand not even opting for a face that is already perfectly in line with the spirit of the brand. The paradigm is reversedheading towards a vaguely contingent figure positioned at the antipodes in our imagination, allowing itself to be spontaneously interpreted. The result? Seeing the impeccable ex-Bond don’t take yourself too seriously anymore It is disruptive and, therefore, extremely liberating.

But that’s not all, in fact, perhaps Loewe’s shots are nothing more than the appetizer of a radical image change for Daniel Craig. A prelude to his performance in the highly anticipated film Queerdirected by Luca Guadagnino and soon to be presented at the 2024 Venice Film Festival. Just think that it is based on the novel of the same name by William S. Burroughs and that the actor will play a writer beat in South America in the 50s. Can you imagine? Jonathan Anderson, look at the costumes, has already done it. And with a statement to The Guardian annexed: “It’s one of my all-time favorite books. And the movie has it all: Mexico, lots of drugs, and Daniel Craig.”