An almost unrecognizable Daniel Craig stars in Loewe's campaign, embodying a 'bedroom hacker' rather than his usual Hollywood looks.
High street brands and high-end labels feature models in purposely awkward poses, showcasing a trend of discomfort and unconventional beauty.
Awkwardness in fashion campaigns is used to underline brands' identities, with psychologists noting its relatability and potential for liberation.
Fashion brands aim to capture and showcase awkwardness in modeling, reflecting a shift towards embracing discomfort and non-traditional beauty standards.
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