MILAN — Luxurious e-tailer Mytheresa is coming into the celebrity-fronted marketing campaign sport.
As a part of its secret sauce to maintain momentum and gas its menswear division amid a troubled e-commerce panorama, the style platform is launching a devoted spring advert marketing campaign fronted by British actor Max Parker.
Greatest identified for his function in Netflix’s queer sequence “Boots,” Parker was photographed by Zoe Joubert in opposition to the rugged panorama of the Tabernas Desert in Almería, within the Spanish area of Andalusia.
The British actor — who’s now busy filming the Amazon Prime sequence “God of Warfare” primarily based on the action-adventure online game franchise — dons outfits from luxurious manufacturers together with Prada, Giorgio Armani, Bottega Veneta, Tom Ford and Saman Amel, amongst others.
“As an actor, I’ve at all times discovered that garments assist me inhabit a personality. The way in which they make you are feeling can unlock so many surprising issues in a efficiency. I actually suppose it really works the identical method in on a regular basis life,” Parker instructed WWD in an emailed change.
“Even simply strolling down the road, what you’re carrying can subtly shift how you progress by the day. That’s what makes vogue thrilling to me, it’s one other method of exploring identification,” he stated.
The Mytheresa “Better of Spring” menswear advert marketing campaign fronted by Max Parker.
Zoe Joubert/Courtesy of Mytheresa
Parker’s profession began on the theater stage with varied roles in “Matilda the Musical,” “Kiss Me, Kate” and “The Wizard of Oz,” which earned him a nomination for Greatest Supporting Efficiency on the 2016 U.Okay. Theatre Awards. In 2018 he made his TV debut within the medical drama “Casualty” and later joined the forged of the ITV cleaning soap opera “Emmerdale.” Most lately he starred in Peacock’s fantasy horror sequence “Vampire Academy” and Netflix’s sequence “Blood, Intercourse & Royalty.”
Along with his 2025 lead function in “Boots,” Parker has captured the worldwide highlight and curiosity of vogue gamers.
To make certain, vogue serves a storytelling system within the sequence the place Parker — who performs the function of Sgt. Liam Robert Sullivan, a Marine teacher at a 1990 boot camp for recruits — is seen virtually solely carrying army gear.
“Sullivan undoubtedly has that Marine mindset in relation to garments, every part exact and disciplined. I’m a bit extra relaxed. I like blurring the sides and dressing issues down,” Parker stated. “At dwelling you’ll often discover me in oversize cardigans, hoodies and knitwear. That stated, I liked the loose-fit Armani go well with we shot at dawn [for the Mytheresa campaign], paired with the flat sandals. I may completely see myself carrying that, sitting on a terrace someplace with a espresso and a e-book. Armani has had some stunning seems lately,” he stated.
The Mytheresa “Better of Spring” menswear advert marketing campaign fronted by Max Parker.
Zoe Joubert/Courtesy of Mytheresa
Titled “Better of Spring,” the Mytheresa marketing campaign aligns with the e-tailer’s ambitions to increase its menswear footprint.
In an interview with WWD final month, chief government officer Francis Belin stated the class at present accounts for about 10 p.c of annual gross sales. In 2025 the e-commerce platform’s high line rose 8.9 p.c to 916.1 million euros.
The Mytheresa “Better of Spring” menswear advert marketing campaign fronted by Max Parker.
Zoe Joubert/Courtesy of Mytheresa
Mytheresa is a part of LuxExperience, the corporate shaped by the previous’s acquisition of Yoox Internet-a-porter in 2025.
