An awkward mood has been reddening the cheeks of the fashion industry recently. This week, an almost unrecognisable Daniel Craig starred in the latest campaign for the luxury Spanish fashion label Loewe. With lank hair and glasses with yellow lenses, the 56-year-old actor looked more bedroom hacker in a 90s thriller than Hollywood actor known for his conventional 007 looks.
This is the latest blush in a line of intentionally ill-at-ease modelling – from high street brands to high-end labels, stools are being teetered on, necks appear tweaked and shoulders hunched.
