At 56, British actor and producer Daniel Craig, who has already enjoyed a highly successful film career, is now conquering new territory. His portfolio is already rich with appearances in advertisements and campaigns for fashion houses, and now he’s added another feather to his cap: a new fall-winter campaign for the Spanish brand Loewe. Photos and videos of the star have already been shared on the brand’s Instagram account.

Craig appears before the camera as the epitome of “anti-fashion.” The campaign, backed by LVMH, embraces a deliberately “unfashionable” style. It showcases the actor in “grandpa” knitwear, a vibrant color palette, and staples of East End fashion: from leather jackets with open collars to brightly colored knitwear.

Photographed by the iconic 1990s photographer David Sims, Craig is presented in a completely new light. Fans of the star can’t help but notice his stunning transformation: from his signature sharply tailored tuxedos, Omega watches, and shirtless heartthrob looks, to a rugged aesthetic as an unshaven, unkempt man with a flattened side fringe.

This collaboration with the ever-popular luxury brand, which ranked third in Lyst’s Index report for the first quarter, marks Daniel’s official entry into the world of fashion.

It wasn’t until after he stepped down from the role of James Bond that the actor truly broke free from his spy persona. His recent appearances in films like Knives Out and Glass Onion have catalyzed a fashion renaissance for Daniel. By portraying the delightfully stylish Texan detective Benoit Blanc, he expanded his sartorial horizons. Salmon-pink linen shirts, bottle-green suits, and nautical polo shirts have turned him into something of a style muse.