British Actor Max Parker Fronts Mytheresa’s Spring 2026 Men’s Campaign

MILAN — Luxury e-tailer Mytheresa is getting into the celebrity-fronted campaign game.

As part of its covert efforts to maintain momentum and boost its menswear division amid a troubled e-commerce landscape, the fashion platform launched a special spring ad campaign fronted by British actor Max Parker.

Best known for her role in the bizarre Netflix series “Boots,” Parker was photographed by Zoe Joubert against the rugged landscape of the Tabernas Desert in Almería, in Spain’s Andalusia region.

The British actor — who is currently busy filming the Amazon Prime series “God of War” based on the action-adventure video game franchise — wears clothes from luxury brands including Prada, Giorgio Armani, Bottega Veneta, Tom Ford, and Saman Amel, to name a few.

“As an actor, I’ve always found that clothes help me inhabit a character. The way clothes make you feel can open up so many unexpected things in a performance. I honestly think clothes work the same way in everyday life,” Parker told WWD via email.

“Even just walking down the street, what you wear can subtly change the way you move throughout the day. That’s what makes fashion interesting to me, it’s another way to explore identity,” he said.

Parker’s career began on the theater stage with roles in “Matilda the Musical,” “Kiss Me, Kate” and “The Wizard of Oz,” which earned her a Best Supporting Performance nomination at the 2016 UK Theater Awards. In 2018 she made her TV debut in the medical drama “Casualty” and later joined the cast of the ITV soap opera “Emmerdale.” Most recently he starred in the Peacock fantasy horror series “Vampire Academy” and the Netflix series “Blood, Sex & Royalty.”

With her starring role in 2025 in “Boots,” Parker has attracted global attention and the interest of fashion players.

To be sure, fashion functions as a storytelling device in the series in which Parker — who plays Sgt. Liam Robert Sullivan, a Marine instructor at a 1990 recruit boot camp — is seen wearing almost nothing but military gear.

“Sullivan definitely has a Marine mindset when it comes to clothes, everything is precise and disciplined. I’m a little more laid back. I like to blur the edges and dress it up,” Parker said. “At home you’ll usually find me wearing oversized cardigans, hoodies and knitwear. However, I love the baggy Armani suits we photographed at sunrise [for the Mytheresa campaign]combined with flat sandals. I can totally see myself wearing that, sitting on the patio with a coffee and a book. “Armani looks beautiful lately,” he said.

Titled “Best of Spring,” Mytheresa’s campaign is in line with the e-tailer’s ambitions to expand its menswear reach.

In an interview with WWD last month, CEO Francis Belin said the category currently accounts for about 10 percent of annual sales. In 2025, the e-commerce platform’s topline revenue rose 8.9 percent to 916.1 million euros.

Mytheresa is part of LuxExperience, a company formed through Yoox’s acquisition of Net-a-porter in 2025.