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LOEWE and Jonathan Bailey team up to celebrate the launch of the iconic actor’s new foundation called ‘The Shameless Fund‘.
For every T-shirt sold, LOEWE will make a donation to the foundation, which is dedicated to forging a world where all LGBTQIA+ people can live authentically, love freely and thrive without the burden of discrimination, oppression or shame,’ read the Instagram notes for the campaign, in which Matt Bomer -as if he were some kind of stunt double for the ‘Bridgerton’ star- appears in an erotic video in which he goes to the fridge to drink milk in an uncontrolled way; letting it pour all over his T-shirt.
Fashion thus takes on a social undertone in this initiative that directly references Bailey’s recent hit series ‘Showtime Fellow Travelers’. Specifically, it is inspired by a torrid scene in the series in which Matt Bomer‘s character, Hawk, tells Bailey’s character, Tim, to ‘shut up and drink his milk’. Now that scene is reimagined for the campaign illustrating the piece by LOEWE creative director Jonathan Anderson, in connection with its queer, experimental and activist philosophy.
The collaboration will be available from 27 June in selected LOEWE shops and on loewe.com.
