Fear of God Puts Jon Bernthal in the Desert for The Eternal Order, Its Tenth Collection

Fear of God has cast Jon Bernthal as the face of The Eternal Order, the house's new collection, in a campaign it posted on Monday, November 2. The collection is "available now at fearofgod.com and select global retailers", the brand's campaign page says.

Fear of God calls The Eternal Order "the tenth full expression of the House's vision", a milestone collection built on proportion and restraint, in which each garment is meant to work with the next and the archive's codes stay in play. The campaign, the page says, puts Bernthal "against an eternal landscape". In practice that's desert rock: sandstone faces and ridges, which Complex also describes as a desert shoot.

Fear of God

Jerry Lorenzo, Fear of God's founder and creative director, explains the casting in a statement on the campaign page, repeated on a slide of the brand's November 2 post: "What I admire about Jon is that he knows who he is and what governs him. His love for his family, his community, and his work all come from the same center. There's a real sense of intention in how he lives and what he creates. He's always growing, always pushing himself, but never losing sight of what grounds him. I think that's something we strive for at Fear of God."

What it costs

Fear of God's collection page for The Eternal Order lists 110 products, counting each colour separately, most of them added on October 30. The cheapest is the Eternal Tee at $250, with other tees at $275. Hoodies run $575 to $690, jeans $650 to $720, and a Denim Trucker Jacket is $790. At the top is the outerwear: a Melton Wool Shawl Overcoat and a Double Weave Cotton Wool Eternal Bomber at $2,500, and a Double Weave Cotton Wool Shawl Overcoat and a Felted Wool Long Overcoat at $2,900.

Fear of God

Our read

The campaign pictures are close to all outerwear in grey, black and washed denim, and it's a reminder of where Fear of God's own name sits: this is the mainline, with tees from $250 and coats in the thousands, not the Essentials line most people know the brand by (we track that one's drops in our Fear of God Essentials guide). Putting an actor in a heavy coat in front of a rock face, with a quote about knowing what governs you, is Lorenzo selling the idea of permanence that the collection's name promises. What Fear of God hasn't said is who shot it: the campaign page credits no photographer.