When Loewe’s new men’s campaign featuring a shaggy-chic Daniel Craig dropped recently, it stirred reactions from fashionistas and Bond buffs alike. One general sentiment was: What happened to 007?
With lank side-bangs befitting a 1990s grunge rock star, Mr. Craig, 56, appears in the campaign wearing colorful knitted sweaters, bright pants, tinted glasses and a leather jacket. His mop top generated commentary online that compared it to that of Javier Bardem’s in “No Country for Old Men,” and his punkish poses drew comparisons to Iggy Pop, circa 1977.
Mr. Craig shares the campaign, which was photographed by David Sims, with the actress Greta Lee. Jonathan Anderson, Loewe’s creative director, is designing costumes for Luca Guadagnino’s next film, “Queer,” which is based on William S. Burroughs’s 1985 novel, and which will star Mr. Craig.
The images aligned with the Spanish luxury house’s recent track record of buzz-generating ad campaigns, which have featured Maggie Smith, Anthony Hopkins and Kaia Gerber.Members of the Styles desk convened to trade notes about the Loewe-ified Mr. Craig.
Vanessa Friedman Well, this is one way for an actor to announce he is ready for an image change. Daniel Craig just killed his James Bond dead, with a sweater.
Alex Vadukul It’s a personal-brand reset. And it appears to have been handled successfully. Also, of course, when one peers more into what’s behind the images, you see Craig entering the chic film and fashion universe of Jonathan Anderson and Luca Guadagnino.
Vanessa Friedman Right. The brand being reset is one that has its hand in pop culture as much as fashion. Craig is about to star in Guadagnino’s new film of the Burroughs novel, with costume design by none other than Loewe’s creative director, Jonathan Anderson. And Anderson’s most recent men’s wear show, held in January, which is the subject here, was inspired by (and showcased) the work of the artist Richard Hawkins, who focuses on what Anderson called the “algorithm of masculinity” — though not as Bond once embodied it. Circles within circles.
Stella Bugbee But what makes this ad campaign strong is that the photos are startling and fresh, even without any context about the Guadagnino connection. A fashion picture working at its very best can tweak our sense of normalcy just a bit, can jostle our sense of safety even. We had a fixed idea of Daniel Craig, and with a bit of exposed collarbone and some emo hair, everything seems flexible.
And that flexibility makes you think about yourself — about how wearing clothes might allow you to alter your sense of self or how others see you.
Alex Vadukul Yes. In the British press, when the campaign first dropped, The Telegraph wrote in a headline: “Is this who he really was all along?” Though I also agree with Stella: Those are lovely and classic David Sims shots. As are Sims’s shots of Craig’s co-star in the campaign, Greta Lee.
Vanessa Friedman Greta Lee is recognizably herself in the shots, though. Craig pulls the rug out from under expectations, especially, for me, with the grandma sweaters, pursed lips and undone belt. It’s definitely a come-on of a different kind and underscores, as Stella says, the role clothes play as costumes for self.
Stella Bugbee We have fewer fixed ideas about what Greta looks like and who she is. Also, she’s been dressing in so much Loewe on recent red carpets that of course she looks like “herself” in these ads.
Also, I have to ask, Is dressing Craig this way a kind of queer-baiting?
Vanessa Friedman Well, it is both click bait and causes bated breath. Given that Craig plays a queer role in the Guadagnino film, maybe it is anticipating that question.
Stella Bugbee Guadagnino does like to cast straight male heartthrobs in gay roles.
Vanessa Friedman Heres another question: Does the ad campaign make you want to buy the clothes? After all, that’s also the point. Does it make you want to be part of the Loewe world. Or ask yourself, as our colleague Guy Trebay likes to say, “Am I that guy?”
Stella Bugbee Yes. And it made me stop and pay attention to why I wanted to look. That’s a very rare thing.
Alex Vadukul Alongside the noise about Craig, the clothes do take center stage. The wide belt. The bright sweaters. The leather jacket. Even the tinted glasses. The fashion gets enough of a spotlight, alongside the viral commentary aspect.
Vanessa Friedman I think my favorite look was the Hawkins print trousers with the blue button-down — classic Anderson Loewe in the way it creates clashing juxtapositions of references and expectations. Also, I like the fact that Craig seems to be having a great time in all the pictures. It’s a good argument for feeling good in your clothes.
Alex Vadukul True. He really does seem to be having a grand old time.
Vanessa Friedman Liberation through fashion! I’d buy that.
The post Daniel Craig, Is That You Under Those Bangs? appeared first on New York Times.