Starring British actor Daniel Craig, best known for his role as 007 in five of the James Bond films, Loewe’s AW24 men’s campaign comes to life with a series of playful portraits photographed by David Sims. The campaign does away with props to focus on Craig and what he wears as an extension of who he is and how he want to be perceived. An air of bravado mixes with the actor’s confrontational stair, as he becomes the subject of the brand’s study on how characters work in conjunction with their clothes.

Knit jumpers, cargos, leather blousons and chunky boots are all included in the campaign and collection, which features the work of American artist Richard Hawkins. Hawkins’ collages, which vivaciously juxtapose pop cultural icons with historic emblems and figures, were also plastered upon the walls of the collection’s showspace when it made its runway debut back in January.

loewe.com