It took more than a minute to recognize Daniel Craig, 56, in his new Loewe fashion campaign. No, this isn't Suede's lead singer Brett Anderson growing stubble, nor is it an ad for wigs for men who dream of lush, smooth hair. The former James Bond reinvents himself into a completely different persona for Loewe's new campaign.
In David Sims' latest men's fall campaign, Craig stares into the camera through colored lens glasses, wearing a vibrant sweater. In another photo, he dons a light blue shirt and colorful knit pants, seen on the runway at the brand's January 2024 fashion show during Men's Fashion Week in Paris.
Craig is photographed without props, allowing "the photographic gaze to focus on the subjects and what they are wearing as an extension of who they are and how they want to be perceived." He brings Richard Hawkins' work to life, merging his James Bond bravado with colorful and bold outfits. The brand also cast actress Greta Lee, who was similarly challenging to recognize at first glance.
Craig developed his ruthless, daunting persona in movies like No Time to Die, Casino Royale and throughout his James Bond series. The actor who will replace him as James Bond is 34-year-old British-Jewish actor Aaron Taylor-Johnson, who has already faced controversy following his casting. Pro-Palestinian and antisemitic protesters have called for a boycott of the film due to his Jewish origin.