The White Lotus star had fans in a tailspin after slipping into a barely-there white Speedo for Dolce & Gabbana’s Light Blue fragrance campaign, celebrating the iconic scent’s 25th anniversary. Shot earlier this year, the sultry photoshoot sees James embodying pure Mediterranean fantasy—sun-drenched, sculpted, and smouldering.
The 39-year-old actor, best known for The Divergent Series and his viral nude scenes in Season 2 of The White Lotus, has officially graduated from indie crush to full-blown fashion muse.
In the campaign, James poses confidently in the skimpiest of swim briefs, lounging seaside with that signature brooding stare. The barely-there look, paired with crystal blue waves and a sunlit backdrop, channels the essence of the fragrance’s seaside allure—and fans, understandably, lost their minds.
Social Media: Spiralling in Real-Time
The moment the images dropped, queer X exploded. One user summed it up perfectly:
“Theo James in a white Speedo?? Dolce & Gabbana knew exactly what they were doing 😵💫.”
Others chimed in with reactions ranging from breathless praise to full-blown memes, with many joking that the shoot has “set gay rights back 10 years—in the best way possible.”
The shoot pays homage to the brand’s legacy of steamy male-fronted campaigns, previously fronted by models like David Gandy. But it’s James’ distinct mix of rugged charm and refined sensuality that seems to have reignited public obsession.
A Natural Fit
Dolce & Gabbana described the campaign as “celebrating the elegance and sex appeal of masculinity.” For fans of James, the casting felt both surprising and inevitable.
From indie darling to fragrance fantasy, Theo James continues to be that guy—and the internet wouldn’t have it any other way.
