The name’s Barlow. Deirdre Barlow. No, that’s not quite right. In fact, it’s a nearly unrecognisable Bond actor Daniel Craig taking a noble spin as Britain’s Next Top Model. Not of the seductive David Gandy variety, though. Unlike Criag’s sexy, vest-dancing Belvedere Vodka advert two years ago, he has now fully leant in. Gone full Planet Fashion. It’s good news for men wanting to be en vogue this winter, for his appearance in the most recent ad campaign for Loewe, LVMH’s luxury Spanish label, is certainly less washboard abs, 007 hunk and more… eccentric village drunk?
Unshaven with wispy, sweeping bangs, the 56-year-old actor is seen hands-behind-head (brace, brace) flaunting some OAP-inherited knitwear, yellow John Lennon shades, and veteran, olive cargos. In another shot, taken by Nineties photographer David Sims, he is doing his best Liam Gallagher grimace in a Fair Isle, green knit rugby shirt and jeans which come with half a belt attached for show (that’s fashion, darling).
A pair of joggers are embroidered with the queer, kitsch work of Los Angeles artist Richard Hawkins, worn with plimsolls and a dress shirt, while a leather blouson and beige slacks offer the most Craig-y picture of the pack. This, lets not forget, from the man whose most daring statement on a red carpet was a velvet fuchsia Savile Row blazer for the No Time to Die premiere. Three cheers to him for brushing off the dust — nevertheless, the full pivot to Berlin hipster meets Coronation Street’s Deirdre Barlow has been, ahem, unexpected.
Loewe, which is the third hottest brand globally per the Lyst Index’s Q1 report, thanks creative director since 2013 Jonathan Anderson for its success. Alongside the handbags — it’s summertime baskets and leather Puzzle bags are among the most popular — it is celebrated for its offbeat campaigns: see Dame Maggie Smith posing on a psychedelic, Seventies sofa for summer 2024, or Lesley Manville at the Bekonscot Model Village, for winter 2024.
Still, how on earth did they rope in the five-time James Bond actor? Craig is set to star in Luca Guadagnino’s upcoming film Queer (which will premiere at the Venice Film Festival later this summer) for which Anderson designed the costumes. It comes after Anderson also worked on Guadagnino’s hit tennis romp Challengers.
Craig’s new look plays straight into grandpacore (think senile but sexy). The trend peaked last winter and sees young TikToktypes raid their relatives’ wardrobes, scour their local British Heart Foundation, and take pride in sauntering about wearing stiff tweeds.
If it all seems hideous, that’s the point. “One key reason is that for Gen Z, swimming against the current and adopting trends that challenge beauty standards is a way to affirm individuality,” Marta Indeka, senior foresight analyst at The Future Laboratory, told The Standard in January. “Cue the obsession with anything ugly and deemed uncool: items like loafers, vests, cardigans, ‘librarian’ glasses, Barbour jackets.”
It comes at the end of a busy fortnight for Anderson, who last week was spotted doing jury service in London, before he picked up an honorary doctorate from the University for the Creative Arts. In his acceptance speech, the fashion designer urged graduates to “take risks! Take them with fear as much as joy”. Craig, for one, has taken his word and run with it.