Although the ubiquitous coronavirus delayed the release of the film’s new names from April to November, anyone who has seen the No time to die The trailer is struck by its opening sequence, in which our spy at high speed conflict continues through the Italian villas of Matera, and finds himself surrounded by murderers on foot. Suddenly he had an Aston Martin DB5 seated, a car first driven by Sean Connery in 1964 The Golden Finger. What obligation to do? Fast as a whip, he donuts the classic Aston, while the car’s integrated machine guns explode from its side lights and throw trash at his pursuers.
Its epic connection. But the most remarkable part is not the car (as ecstatic as it is), nor the girl (La Seydoux, however ecstatic it is), but her wardrobe. Craig, as Bond, James Bond, in his latest movie release as one of the most bankable movie franchises of all time, is athletic, ahem … a corduroy suit. Rope. James Bland, anyone? Moment. The last time corduroy was cool was when Roger Moore, who obviously wasn’t always, played but never wore it, like 007.
Counterculture defined James Bond of Danial Craig’s kinetic 21st century from the start Casino Royale in 2006, and this new clothing agreement is typical. Cord was dissipated as vigorous and academic, with associations of school teachers. But the cord also represents the anti-establishment badge of cool, associated with the identity of the working class and political radicalism. Brigitte Bardot and Jane Birkin cooled the cord. And Jarvis Cocker too. And, guess what, Daniel Craig wears it in real life when he’s not playing his 007 alter ego.
The man who started the Bond franchise at 37 [he’s now 52] and was the longest-serving Bon007 in 14 years, hardened five films totaling over $ 3 billion in revenue. Casino Royale was a good omen; Craig became the first Bond to be nominated for a Bafta in 2007. More remarkable is the way Craig rocked and stirred the skilfully packaged blockbuster than Brosnan [Pearce, his predecessor] Bond had become.
Craig told costume buyer Jane Gooday he wanted the cord No time to die. And not just any old cord, but an Italian designer Massimo Alba rope. And if you’ve ever met Daniel Craig and been targeted by those fiery blue eyes and this almost psychotic madness, this is not a man you would want to deny. (Craig’s choice is so trendy that you can’t yet find Alba in Hong Kong, although the brand hopes to change that in the blink of an eye, or the donut, of a DB5.)
“You can tell Daniel Craig that he knows how to wear clothes,” Massimo Alba tells me from his headquarters in Milan. “He’s a very elegant man, and not only when he plays James Bond on screen. Formal or relaxed, he uses clothes to let his personality express itself. So much so that Alba religiously follows the IG handle @whatsdanielwearing. “I like to browse it, its taste is extremely eclectic and I have become aware of its choices. I like his attitude. “
Craig has done the same before. One of his coolest Bond looks came in the less than big Quantum of Solace, in which he wears a cardigan and sunglasses. Like the drawstring, it might have looked vigorous, but on Craig, the look had a sharp Steve McQueen flair. Craig staged it.
Alba says that the bonding process for Bond for certain parts of the film (Tom Ford dresses much of the rest) was simple considering Craig’s existing relationship as a client. “The client designer contacted our Milan office to request lookbooks. Mr. Craig already had Massimo laboratory parts, and that’s how it all started, very organically. Lookbooks have been sent, a selection has been made and the order has been placed. “
Was he surprised, however, to receive the call from the spokesperson for Her Majesty’s government? “I feel humiliated by their choice. My brand is small and independent. It really means a lot. “And the cord?” The Sloop costume [the beige corduroy] is a carryover, which has been part of my men’s clothing collection since the first season, so being part of one of the most famous movie sagas of all time made me very happy. “
But is the world ready, or are the legions of Bond and Bondmania style aficionados ready for their hero in conflict on the ropes? “I like to think that the new Bond is more” human “, if I can use such a term,” says Alba. “I think of James Bond now as a man who, in a way, no longer needs to wear a suit as a form of armor, as if he had found new confidence.” Alba hadn’t seen the film when we spoke to her. “At least, that’s how I imagine it, or maybe I want it to be,” he says.
“I think the cord translates into a new type of confidence, which allows him to be more relaxed in what he’s wearing; as my clothes are informal, i like to think that he feels more comfortable in them. In this way, Alba thinks Craig’s Bond is doing what the non-device spy has always done – reflected in time. “Bond is a character who has evolved over the years, along with men and men’s clothing. There is certainly a need for less formality and a search for comfort now. “
Regeneration license. Part of Bondmania’s enduring success is its ability to change – think of Dorian Gray-esque’s permanent youth – into a floating cultural icon, continuously renewed and rejuvenated in the face of social change. In this way, Bond reflects the cultural codes of consumerism and tourism and what has become the luxury lifestyle. And now cords. “I would say that the Bond style has always known how to capture the moment,” says Alba. All Bond films have become a reference for a specific time frame, an era, defining it in terms of style. Men and women presented in each film, their style, but also the objects, architecture and interiors, encompassing the historical moment when the film was shot and released. “
The future of the Bondian ecosystem is a hyperreal world where the distinction between real and imaginary has become increasingly blurred will be the greatest challenge for the producer after Daniel Craig. Under its raw and sharp auspices, Craig’s 007 has never felt more real or more alive. There is a passage in Ian Fleming’s original novel at Casino Royale where Agent Mathis says to Bond, “Surround yourself with humans, dear James. They are easier to fight than principles … Bud won’t let me not fall and become human yourself. We would lose such a wonderful machine. ”Craig delivered the man behind the Bond brand.
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