With lank side-bangs befitting a 1990s grunge rock star, Mr. Craig, 56, appears in the campaign wearing colorful knitted sweaters, bright pants, tinted glasses, and a leather jacket.
His mop top generated commentary online that compared it to that of Javier Bardem's in No Country for Old Men, and his punkish poses drew comparisons to Iggy Pop, circa 1977.
Jonathan Anderson, Loewe's creative director, is designing costumes for Luca Guadagnino's next film, Queer, which is based on William S. Burroughs's 1985 novel, and which will star Mr. Craig.
The images aligned with the Spanish luxury house's recent track record of buzz-generating ad campaigns, which have featured Maggie Smith, Anthony Hopkins, and Kaia Gerber.
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