FASHION

The actor repeats as the image of Ermenegildo Zegna together with the also interpreter Dev Patel, but they change Los Angeles for Madrid

Who was going to tell this tough guy who fits so well the roles of the bad guys in the movie and so little the star of the magazines. That he looks for the cameras but avoids the flashes. Javier Bardem has taken a liking to being a magazine man, to putting his face on the marquees. To be a model In this case, model of the Italian firm Ermenegildo Zegna, of which he has decided to star in his next campaign.

Bardem debuted in this unusual role for him, who has done almost everything and everywhere, last February. He did it together with the British actor of Indian origin Dev Patel, star of Slumdog Millionaire, and both then took over from none other than Robert DeNiro, former image of the brand.

Patel and Bardem are the protagonists of the Defining Moments campaign, a project that seeks to show some of the places and moments that are most enjoyed and that will later become memories. Thus, if in February they were seen in the warm hills of Los Angeles (California) playing rugby or golf, this time the artistic duo is moving to Madrid. In the images of the campaign, both appear chatting, between jokes and with moments of camaraderie in parks, museums or between the steps and the lanterns of the most traditional Madrid.

As Bardem explained in the specialized publication Women's Wear Daily, he is not "a great follower of fashion", but he had a good connection with the brand's new creative director, Alessandro Sartori, who came to personally dress him in his room for the opening night of the Cannes Film Festival last May. "What passion, what quality—you can feel it—and what a beautiful person," Bardem said of Sartori.

The images, as in the previous campaign, have been taken by Craig McDean, a British photographer who has shot campaigns for firms such as Dior and Givenchy and who has portrayed stars such as Emma Stone, Warren Beatty, Miuccia Prada and Rihanna. Now he repeats with Ermenegildo Zegna, an Italian firm with more than a century of life, 520 stores around the world and a turnover of more than 1,500 million euros and that seeks a rejuvenation thanks to Sartori, who arrived at the house in 2016, and to today's stars like Bardem and Patel.

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Graduated in Journalism and Audiovisual Communication, she has a Master's degree from the UAM-El País School of Journalism, she has been linked to EL PAÍS for more than a decade. She has passed through Cadena Ser, SModa and El HuffPost, where she implemented the Social Networks strategy and worked in the Trends section. She has also written for Vanity, Business Insider or Marie Claire.

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