Keanu Reeves is new face of Saint Laurent Fall/Winter 2019

Actor has been widely praised, including one fan calling him “the best thing to happen in fashion”

The campaign was unveiled on the @YSL Instagram page

Three campaign images show the brooding actor wearing Saint Laurent

“This is the best thing to happen in fashion”.

Keanu Reeves is the new face of Saint Laurent, as images of the new campaign – featuring Neo himself – went live on the brand’s Instagram account. As of last count, each of the images has almost 100,000 likes a piece.

The campaign was shot by fashion stalwart David Sims, and features the 54-year-old actor sporting chin-length hair (similar to his eponymous role in the John Wick series of films).

In one campaign shot, Reeves wears a pin-striped blazer, black shirt and aviator sunglasses. In another, he wears one of the brand’s signature black leather jackets, along with black jeans and a polka-dot shirt. The final photograph features Reeves with eyes closed, wearing a black aviator jacket with a shearling collar.

It seems to have attracted a good deal of positive reception, from both Matrix-fans and the fashion crowd. Reeves has been applauded for his work, with one fan writing on the @YSL Instagram page “finally, an icon appearing in a YSL ad”. Another fan proclaimed it was “the best thing to happen in fashion”.

Keanu Reeves has been on a high since the original John Wick film released back in 2014. The film – which sees Reeves play the titular assassin – had wide success, leading to two sequels (with the most recent John Wick: Chapter 3 – Parebellum slated to launch on May 14).

But that’s not all he’s known for. The actor (who recently announced to fans that a sequel to the 1989 cult classic Bill & Ted’s Excellent Adventure) is widely regarded as one of the nicest men in Hollywood.

In 2011, he was pictured giving up his seat on the subway to a woman. And in March 2019, he was seen assisting airline passengers whose flight had to make an emergency landing. Reeves has also set up a private foundation which helps children’s hospitals and cancer research.

Previously, Travis Scott was the face of Saint Laurent – the rapper was chosen by the brand’s creative director Anthony Vaccarello.