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Keanu Reeves Stars in Saint Laurent’s Fall 2019 Campaign

Sad Keanu makes his high fashion debut.

This is not a drill. Keanu Reeves, we repeat, Keanu Reeves is the new face of Saint Laurent’s Fall 2019 campaign.

Shot by photographer David Sims, the 54-year-old actor sports scraggly hair with a thatched salt and pepper beard, face cast downwards in eye-shielding sunglasses. In another shot posted to creative director Anthony Vaccarello’s Instagram, the star sizzles in front of the camera in a tailored leather bomber jacket.

Reeves fits in well with Saint Laurent’s long history of casting stars with particularly badass reputations to star in the brand’s melancholic ad campaigns. (Travis Scott, Zoe Kravitz and Joni Mitchell are just a few of the boldface names who have previously starred in Saint Laurent campaigns.) Always shot in black and white with subjects photographed wearing prominent hangover-hiding sunglasses, Saint Laurent ads are always moody, brooding and severe.

Come to think of it, Keanu might the perfect celebrity to represent the Saint Laurent brand. He’s unquestionably moody (see the Sad Keanu meme, the entire John Wick franchise), he’s rock and roll (remember Dogstar?), and a sense of unbearable tragedy has impugned his entire life (his best friend River Phoenix died of an overdose in 1993; girlfriend Jennifer Syme died in a car crash in 2001, the list goes on).

Here’s hoping that Keanu makes the full transition from actor to fashion icon, just like Jeff Goldblum before him, who has become universally recognized for his ability to look dashing in even the most ridiculous Prada flame shirts.

Given how excited basically the whole internet is about this, we welcome Keanu into our ranks with open arms.

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