Daniel Craig has well and truly shed his suave James Bond skin with a new, er, entirely unexpected vibe – and it’s possibly the best thing you will ever see.
The 56-year-old actor played Bond for five installments of the film series from Casino Royale in 2006 to No Time To Die in 2021. Incredibly, the Bond before Daniel was Pierce Brosnan – who is now 71.
Everyone knows Daniel, whether he likes it or not, as 007. Until possibly now.
In a twist no one saw coming, fashion brand LOEWE have well and truly reinvented Daniel in a photoshoot for their fall/winter campaign.
We’re not sure which is the best (yet most distressing) picture.
Daniel posing with his hands behind his head in a garish jumper while peering into the distance whimsically from behind some – presumably ironic – yellow-tinted glasses, is in the running.
‘Kompakt veteran playing special unannounced set of soul, disco, and Balearic at a small invite only forest festival,’ @snikolov wrote on X of this particular snap.
The one 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.
Oh, and hello Greased Lightnin’. 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.
The pictures have stirred up some brilliant comparisons online, as @RufusTSuperfly went viral on X for suggesting he looks like ‘a hacker working for Hans Gruber’ in the sunglasses shot.
‘Yo, whatsupp my fellow kids,’ @ateKennt12 quipped, while @mojoandjasper simply wrote: ‘What the hell?’
Many also compared him to rocker Iggy Pop, and suggested he should be the one to play him in a biopic.
‘Looks ‘like Iggy Pop,’ wrote @ladotajovic11, while @Carey_Art said: ‘I think we’ve just discovered the perfect actor to play Iggy Pop in any biopic.’
But @gray noted that Daniel looks a lot like his pre-bond characters: ‘Love that post-Bond, he’s gradually reverting back to Our Friends in the North mode.’
Of course, we suspect Daniel is in on the joke and poking fun at himself through the shots – we think – as the campaign is all about ‘reinventing’ himself and his personality through clothes.
It’s reminding us of the star’s flamboyant dancing in his 2022 Belvedere Vodka advert, which was equally sensational and saw the actor again as the antithesis of Bond.
Belvedere said their global campaign starring Craig was inspired by ‘the pure emotion captured in a glorious moment of feeling free.’
Similarly, 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 very happy.
‘Not this being one of Daniel Craig’s best photoshoots, he’s just having a little fun you guys,’ wrote @Goslingonfilm.
‘Craig always had that aesthetic in him. There’s a reason he wanted out of that James Bond straitjacket,’ added @nicht_weit.
Meanwhile, @urbanharp wrote: ‘I am living for post-James Bond Daniel Craig.’
After this, aren’t we all?
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