Luke Evans, widely known for his multifaceted career as an actor and singer, has embarked on an exciting new venture that combines entertainment, architecture and fashion. Together with his partner, architect Fran Tomas, and fashion stylist Christopher Brown, whose portfolio includes work with icons such as David Beckham and brands such as Armani and Ralph Lauren, Evans introduces BDXY. This brand isn’t just another label; it’s a tribute to the timeless appeal of Old Hollywood, offering a collection characterized by foundational pieces inspired by the legendary figures of the silver screen.
Coming from different backgrounds, the trio discovered a shared vision for what they believe are the essential elements of a man’s wardrobe. Evans, with his rich history in fashion, from attending numerous shows to representing luxury brands, had always thought about creating his own brand. The idea for BDXY was born out of this collective vision to redefine staples like swimwear and tees with a nod to classic Hollywood glamour.
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Evans and his partners looked to the past for inspiration, drawing on the iconic styles of Steve McQueen, Marlon Brando and Harrison Ford. Their admiration for the timeless fashion of this era led to the creation of BDXY’s debut collection of 12 everyday essentials. These pieces range from lyocell and organic cotton tees and tank tops to one-of-a-kind swimwear and accessories, each designed with a meticulous focus on quality and sustainability.
Paying homage to Old Hollywood and movie sets, each item in the collection has a distinctive name. The t-shirt called “The Actor” evokes images of Brando and James Dean. Underwear options are called “The Unit” and “The Boom,” while swimwear is called “The Cameo.”
As for the brand name, BDXY, Evans clarified the pronunciation of the letters, revealing that “BD” comes from “bold” and “XY” comes from “sexy,” terms he feels accurately capture the line’s aesthetic. “It’s as much a feeling as a description of how one looks,” he explained. “You can feel bold and sexy in absolutely nothing, a ball gown, a tuxedo or any kind of attire you wear. Bold is a strong, confident word and sexy is something that is appealing in many different ways.”
The launch strategy for BDXY is as innovative as its approach to fashion, through an extensive online and social media campaign highlighted by visuals of Evans, Tomas and three models shot by Valero Rioja in Ibiza and aboard a vintage 1950s wooden boat. Brown shared insights into the inspiration behind the campaign: “An homage to ‘90s Bruce Weber. When we first researched the brand and imagery, we were very aware that a lot of images now for underwear are quite over-sexualized. And we wanted to go back to the Bruce Weber days where, yes, there is a sexual undertone, but it’s not so in your face.” This approach aims to celebrate the beauty of simplicity and the allure of understated sexuality, moving away from the overtly sexualized imagery prevalent in today’s fashion advertising.
Luke Evans expands his fashion line to include candles, starting with “Salinas“. Inspired by Evans’ experience in a hotel room, he wanted to enhance the ambiance with scent. “Reflecting the essence of Ibiza, Salinas features notes of olibanum and geranium. Priced at 98 pounds, it’s seen as a perfect addition to BDXY’s collection, with plans for new candles in future lines. “It is such a nice complement to the collection and we hope for each new collection, we will have a different candle,” Evans shared.
The pricing structure of BDXY‘s collection starts at 54 pounds for hats and goes up to 120 pounds for beach towels, with t-shirts priced at 68 pounds. Swim shorts are available for 135 pounds, while underwear is priced at 28 or 30 pounds. Christopher Brown emphasizes the brand’s commitment to sustainability as a key factor in its pricing: “It costs a little more because it’s sustainable. We don’t want to be in the fast-fashion world.”
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