An awkward mood has been reddening the cheeks of the fashion industry lately. This week, Daniel Craig, known for his conventional 007 looks, appeared in the latest campaign for the luxury Spanish fashion label Loewe looking almost unrecognizable. With lank hair and glasses with yellow lenses, the 56-year-old actor resembled more of a bedroom hacker from a 90s thriller than a Hollywood star.
This intentional awkwardness in modeling is becoming a trend, from high street brands to high-end labels. Winona Ryder recently struck a charmingly gawky pose on the cover of Harper’s Bazaar, while Cillian Murphy, known for his apparent personal discomfort in Hollywood, adopted a protective crouch for Versace’s spring/summer 2024 campaign. Bottega Veneta’s campaign features models in a playground, dressed elegantly while contorting themselves through equipment or sitting static in climbing frames.
The use of awkward poses by fashion brands is a way to underline their identity. Ty Tashiro, a psychologist and author, explains that many people can relate to feeling awkward at times, and embracing those parts of oneself that don’t fit societal expectations can be liberating. Celebrating awkwardness may be a form of expressing optimism and authenticity in a world where everything seems marketed and everyone is a brand.
Vogue’s senior archive editor, Laird Borrelli-Persson, sees this trend as an “anti-AI” movement, a search for something human and authentic in a digital age where perfection feels off-putting. The fashion historian Tony Glenville, however, has reservations about this trend, suggesting that avoiding unrelatable glamour may come across as trying too hard.
The digital age and technology could also play a role in this shift towards awkwardness in fashion imagery. From tech neck to rounded shoulders, modern physical discomfort may be reflected in these unconventional poses. Fashion photography has shifted towards authenticity over glitz, with a focus on lifestyle and accessibility in campaigns.
As posing trends have evolved rapidly over the past decade, with a move towards more relaxed and accessible poses, disruptive editorial poses in fashion campaigns make sense as a way to stand out. Embracing awkwardness in fashion could be a way to connect with consumers who are looking for something more relatable and authentic in a world saturated with perfection and marketing campaigns.