While British sports fans were glued to their TV screens on Sunday afternoon, the country’s fashionistas were glued to their phones. Spain claimed two seismic sporting victories and a fashion victory – luxury Spanish leather goods brand, Loeweposted images from her new fall/winter campaign on Instagram and the results were even more surprising than Carlos Alcaraz’s short, sharp victory.
Because there was Daniel Craig – a British actor forever etched in the public imagination as the sixth James Bond – pulling strange faces and dressed in a patterned knitted sweater, the belt of his jeans undone as if he’d forgotten to zip his trousers up properly after a visit to the lads.
As far as ads go, it was a success. It rocked the internet, grabbed attention, and went instantly viral—no small feat in today’s image-saturated landscape. It was also a personal triumph for Craig, who at 56 seems to be fully embracing his “fun” fashion era after decades of living under a sharply tailored shield that matched his James Bond image. “His best appearance ever!” raved one fan on Instagram. “From James Bond to Cool Uncle,” said another.
For Craig, the international fame he achieved playing Bond for 15 years between 2006 and 2021 always seemed like a poisoned chalice. In fact, he accepted the role reluctantly, dreading the idea of being part of “a big machine making a lot of money,” as he once described the franchise. He also stated that he wanted to give “more emotional depth” to the character, and rid 007 of his chauvinistic ways.
Even as he strutted down the red carpet in suitably dapper, traditionally masculine, Bond-esque attire, there were always hints that beneath the somber exterior was a quirky, androgynous dresser quietly clamoring to be let out. Finally, in this new Loewe images, it seems that Craig has reached his true self-expression. With his homemade knitwear, sequined trousers, tinted glasses and side-combed hair, he is more “boyish” than Bond; less action hero than bookish character in a Wes Anderson film. Is this who he really was? Here, we follow the evolution of his style.
Bottle Blonde, 1992
For his breakthrough role (to use the term broadly) in the 1992 drama The power of aCraig dyed his hair platinum blonde; not because he was a huge Gary Barlow fan, but because it suited his role as a racist sergeant in the South African police. Whether he looked like a young Sting or an old Draco Malfoy is a matter of perception.
Kate Moss era, 2004
Craig was rumored to be dating Moss in 2004, and while they never confirmed their relationship, they certainly did nothing to dissuade anyone from the idea when they were seen sitting together at an Alexander McQueen show that same year. Given that Moss has a thing for the ’70s, this might explain Craig’s apparent preference for flared jeans, styled simply with a tight black T-shirt.
Cake with layers Premiere, 2005
When Craig appeared at the Sundance Festival in Utah in January 2005, it was clear from the snowy backdrop that the weather was not warm. So how wise of Craig to pair his smart black coat with a wool sweater. But not just any wool sweater: a wool sweater by the queen of the statement knit, Bella Freud. The tight fit makes you wonder if it once belonged to his former girlfriend, not least because the supermodel is also pictured in the sweater. Perhaps this is where Craig’s love of knitting first blossomed.
Quantum of Solace photocall, 2008
When you think of Bond, a cardigan probably isn’t the first thing that comes to mind. But here’s Craig pledging even more allegiance to the cozy knit during a photo shoot. That he paired that knit with a blue shirt, gray pants, and matching gray tie only reinforces the impression that Craig is James Bland, a substitute teacher for 10B (subject: geography). Four years later, during a 2012 photo shoot for Airfall.
Knives out premiere, 2019
It was a case of new franchise, new look for Craig at the premiere of Knives outthe mystery thriller in which he plays detective Benoit Blanc. Craig revealed that he would step down as Bond that same year (“someone else has to try,” he said), and this look shows him slowly finding his way into life after Bond, in jeans, trainers and an open shirt that shows his softer side.
No time to die World Premiere, 2021
How many pink think pieces were written after Craig stepped onto the red carpet in a bespoke fuchsia velvet jacket from Savile Row tailors Anderson & Sheppard? Almost as many as were spawned by the release of Barbie. From his pocket square to his shirt to his shiny patent leather shoes, Craig looked impeccable, right down to the clever display of his gold Omega wristwatch. While the world had moved on from the idea that men were “brave” to wear pink, it was still a bold statement for Bond, one that prompted GQ to describe Craig as “a rough-hewn Iris Apfel of his generation.”
Belvedere Vodka, 2022
When Craig appeared in an advert for Belvedere vodka in November 2022, the ‘shaken, not stirred’ jokes came in droves. Who wouldn’t be shaken, stirred and amused by the sight of Craig gyrating in a Parisian hotel? While the hotel’s chic, minimalist setting was pure Bond, his behaviour – and clothes – were a studied contradiction. Dressed in a cropped black biker jacket, black waistcoat and heavy gold chain of the sort George Michael might have worn cruising, Craig’s gaze knowingly nodded to homosexual codes, while his cumming hip thrusts did nothing to belie the idea that he was toying with his sexuality. Directed by Taika Waititi (now better known as Mr Rita Ora: he married the singer in 2022), the two-minute video was as camp as Christmas. It was also a masterclass in how to overhaul your image and shed all the ultra-masculine Bond stereotypes.
Esquire Recording, 2023
“It’s bank manager giveaway,” the internet said when Craig appeared in a shoot for Esquire magazine dressed in a navy suit and tie (complete with nerdy tie clip) and gold-rimmed glasses, his hair relatively unstyled in a feathery side parting. It was another deliberate move away from the macho Bond hero image, even if for some it went too far in the direction of Antiques Roadshow presenter. “He looks like he’s about to tell your granny her pottery is rubbish,” one joker opined.
Loewe makeover, 2024
When it comes to casting unexpected faces, Loewe has shape: previous campaign stars have included actors Dame Maggie Smith and Leslie Manville. Loewe‘s creative director, Jonathan Anderson, is adept at creating viral moments, of which Craig’s casting is just the latest. Shot by David Sims, the footage shows Craig pulling funny faces in a deliberate attempt to seem far removed from the smoldering, chisel-jawed Bond stereotype. It’s no surprise that Craig is currently filming Foreignthe Luca Guadagnino-directed film based on the book by William S Burroughs, in which he plays an American expat who is rejected and falls in love with a younger man. With Lesley Manville also starring, few would bet that Loewe much in the film. Either way, Craig looks right at home in his homemade knits. Is this just the beginning of his most experimental fashion moment yet?