Here’s James Bond as you’ve NEVER seen him before. Yes – Daniel Craig doing everything possible not to “look all 007” in an unexpected new photo shoot for fashion giant LOEWE.
FYI – LOEWE is a Spanish brand established in Madrid although the founder – Enrique Loewe Roessberg – is originally from Germany, which is why the ‘w’ is pronounced as a ‘v’ – “Loo- Ev -Ay” – is the correct pronunciation.
The 56-year-old actor has played Bond in five films, from Casino Royale in 2006 to No Time To Die in 2021. Everyone knows Daniel, whether he likes it or not, as 007. Until now that is – possibly.
In a twist that no-one saw coming, LOEWE have well and truly reinvented Daniel in a photoshoot for their fall/winter campaign. And I’m not sure which is the best or the most disturbing picture.
In one, Daniel poses with his hands behind his head in a granny jumper while peering into the distance behind some yellow-tinted glasses.
The picture where he sports a very straightened fringe that’s giving high school indie kid circa 2010, is certainly up there, as he also wears a grandfather sweater fashioned from the depths of Christmas jumper hell.
The least obviously horrifying picture – but one that lingers in the mind long after you look away – comes in the form of art-professor-Daniel, which sees him perching on a stool in a crisp shirt meaning business, but with some relaxed colourful trousers that scream help.
Daniel also poses in a leather jacket with an oversized collar exposing his bare chest, reminiscent of that uncle who has joined a band in later life and made it their personality.
Of course, I suspect Daniel is in on the joke and poking fun at himself through the shots – I hope – as the campaign is all about ‘reinventing’ himself and his personality through clothes.
The LOEWE campaign website reads: ‘Reinventing himself before the camera through a collage of personalities, Daniel Craig brings to life the work of artist Richard Hawkins, who inspired the collection.’
Sincere or not, this incredible photoshoot has made a lot of people smile.
The collection is a collaboration between Loeve X David SIMS and features a range of clothing and accessories for men and women.
