Maggie Gyllenhaal becomes first female ambassador for menswear brand Eton

Maggie Gyllenhaal has been chosen as the first female brand ambassador for the Swedish menswear line Eton.

Maggie Gyllenhaal has been named as the first female brand ambassador for the menswear line Eton.

The 47-year-old actress and filmmaker has been tapped as the first woman representative for the Swedish menswear brand and features in its new campaign wearing four different shirts exclusively created for her through Eton’s Custom Made programme.

Janelle Hallberg, brand and communications director at Eton, said: “Maggie embodies everything we admire: intellect, and an instinctive sense of style.

“She represents the shift in menswear – a move toward deeper cultural resonance, individuality, and relevance – and brings that clarity to Eton.”

Maggie had no concerns about fronting the campaign as she regularly wears men’s shirts.

The Crazy Heart star explained: “I actually am someone who wears men’s shirts. So I thought it was a cool and unusual ask that I would represent them. Classic shirting is just part of something that I like to wear all the time.”

Gyllenhaal explained that she likes to wear “oversized” shirts reminiscent of the 1970s.

She added: “I also like when they’re soft enough, or thin enough in the fabric, that you can still see your body underneath or at least feel your body underneath. I love a collar, too. A strong collar. I like a little ’70s.”

Maggie feels that women are able to wear traditional menswear garments “in a way that’s still very feminine”.

The Dark Knight star explained that she has fond memories of fashion from an early age.

Gyllenhaal said: “It’s funny – my mom always says her memories are tied to food, and mine are tied to clothes.

“I have memories from a very young age of either feeling like I had totally the wrong outfit on or, conversely, feeling like I was in just the right thing.

“One moment that stands out: I was in elementary school and obsessed with Cyndi Lauper. I dressed like her one day – wrapped a piece of tulle around my head in a giant bow, covered one eye, and felt amazing. Of course, I think I had to play volleyball that day and was absolutely not dressed for it. But still, it was a risk, and it felt great.”

Maggie revealed that her passion for fashion has continued into adulthood.

She said: “It makes me feel good when I’m in something that feels like, at least in some way, it’s an expression of who I am and how I’m feeling that day. And lately, there’s a men’s dress shirt.”