Eton Introduces Maggie Gyllenhaal as Brand Ambassador

Eton steps confidently into a new era by announcing actress and director Maggie Gyllenhaal as its latest brand ambassador. As the first woman to represent the Swedish menswear label, Gyllenhaal reinterprets the classic shirt through her own creative lens, challenging conventions and inviting a more personal, liberated view of style.

Known for her uncompromising artistry and thoughtful direction, Gyllenhaal brings her distinctive sensibility to the collaboration. For the campaign, she wears four silhouettes crafted exclusively for her through Eton’s custom-made service, where fabric, collar and fit have been tailored to her individual preferences. The result is an exploration of how a timeless garment can embody both tradition and personality.

Photographed by the acclaimed New York–based artist Gray Sorrenti, the Eton x Maggie Gyllenhaal campaign presents a series of pared-back portraits that highlight the quiet power of simplicity. The imagery places focus on the shirt itself and on Gyllenhaal’s commanding presence. Her interpretation transforms the shirt—long regarded as a symbol of masculine refinement—into an emblem of confidence, sensuality and self-expression.

“Maggie embodies everything that inspires us: an intuitive sense of style, intellect and individuality,” says Janelle Hallberg, Brand Communications Director at Eton. “She reminds us that the shirt need not follow rules. It can instead become a personal tool for identity and creative freedom.”

Rooted in Swedish craftsmanship since 1928, Eton continues to evolve its dialogue with contemporary culture, where film, art and fashion intersect. The collaboration extends an invitation to see the shirt as something fluid, inclusive and enduring.

A woman in a men’s shirt. A new gaze on a classic piece. A style built on authenticity rather than convention. Maggie Gyllenhaal proves that true style is about being oneself, setting the tone for a fresh direction in modern menswear.