Bond sets fashion trends

Suave, sophisticated, tall, dark, handsome, and very deadly. Over the decades 007 has become a fashion icon with a license to thrill, in every sense of the word. Men aspire to be like him, women to be with him. His cool under pressure, while never wrinkling his immaculate Savile Row suits, have more than earned him his reputation as style icon. Some favour Sean Connery's glamorous bad boy, with his understated chique and super slim silhouette, while others clamour for Pierce Brosnan's GQ looks, designer Italian suits and flashy Omega watches. What remains, however, is that James Bond has influenced the style of many, from celebrity rapper P Diddy to boy band alum Justin Timberland. In fact, fashion industry insiders have discerned a trend of more formal looks for men. "Men are turning away from T-shirts and trainers in favour of a more sophisticated, traditional look, but with a twist," says Guy Rapp, managing director of Italian footwear brand U Roads.

Perhaps the latest Bond, the blond Daniel Craig who is rougher around the edges than his predecessors, embodies the current sophistication best. It's about modern elegance which doesn't take itself too seriously.