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… Read the full article at WWD

Check out some photos & videos from the campaign: