28 May 2011
What kind of sunglasses would James Bond wear today? Such is one of the important branding questions addressed by this literary reboot, which is “Copyright Ian Fleming Publications Limited”, though composed by a writer of serial-killer thrillers. Bond in 2011 still drives a Bentley, wears a Rolex, and waves a Walther, but his shades are hip and technical: he sports Oakleys.
This new Bond is “a man of serious face”, which probably does not mean that he has a really massive face and needs oversized Oakleys. Bond is in his thirties, a former Navy officer who saw frontline action in Afghanistan and was then recruited — not to MI6, but to a black-ops outfit called the “Overseas Development Group”. Bond is still run by M and furnished with gadgets by “Q Branch”. (Bond’s mobile phone, in an excitingly modern way, has lots of espionage “apps”.) Continued →