Luke Evans in the Versace Eyewear ad campaign.

MILAN — For the first time, Luke Evans, a friend of the Versace house, is fronting a campaign for the Italian brand, one dedicated to eyewear.

The idea is to support the launch of the men’s eyewear collection with a personality in line with the brand and its values and Evans “is the embodiment of the modern man,” said Donatella Versace. “A true gentleman, with style and culture, funny and talented and — obviously — devilishly handsome and sexy. He is charming on so many levels, but the most important one is the fact that he is real.”

In the images lensed by Mert Alas and Marcus Piggott, a sultry Evans does turn up the charm, also donning several gold rings and chains, or slipping a hand under his jacket over his bare chest. 


Luke Evans in the Versace eyewear campaign.  Mert Alas and Marcus Piggott.

“With time, I also discovered his great heart and incredible generosity,” continued the designer. “We met for the first time more or less a year ago at an event and it was love at first sight. I was charmed not only by his looks, but mostly by what he had to say. This is why when the time came to choose a man for the new Versace Eyewear campaign, I did not have any doubt that it had to be him.”

The eyewear collection, produced by Luxottica, now merged with Essilor, strongly refers to the brand’s staples, such as elegant metal frames that have an allover Greek Key motif delicately laser-engraved. Medusa studs adorn bridges and temple tips. The optical and sun models range from classic pilot styles to modern visor silhouettes.

Gold color palettes, frames, lenses and details are available as well as dark silver frames with gunmetal details and gray mirror lenses.

Evans is working on the second season of the period drama “The Alienist” and just launched “Murder Mystery” with Jennifer Aniston and Adam Sandler on Netflix, which broke records on its first weekend, chalking up 30 million viewers in three days.

The campaign will be launched in all Sunglass Hut and Versace boutiques globally today.

While declining to provide financial details, Versace said eyewear “has an important weight” within the brand, with the U.S. representing one of the main markets.

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