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

As part of its secret sauce to sustain momentum and fuel its menswear division amid a troubled e-commerce landscape, the fashion platform is launching a dedicated spring ad campaign fronted by British actor Max Parker.

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

The British actor — who’s now busy filming the Amazon Prime series “God of War” based on the action-adventure video game franchise — dons outfits from luxury brands including Prada, Giorgio Armani, Bottega Veneta, Tom Ford and Saman Amel, among others.

“As an actor, I’ve always found that clothes help me inhabit a character. The way they make you feel can unlock so many unexpected things in a performance. I honestly think it works the same way in everyday life,” Parker told WWD in an emailed exchange.

“Even just walking down the street, what you’re wearing can subtly shift how you move through the day. That’s what makes fashion exciting to me, it’s another way of exploring identity,” he said.

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

With his 2025 lead role in “Boots,” Parker has captured the global spotlight and interest of fashion players.

To be sure, fashion serves a storytelling device in the series where Parker — who plays the role of Sgt. Liam Robert Sullivan, a Marine instructor at a 1990 boot camp for recruits — is seen almost only wearing military gear.

“Sullivan definitely has that Marine mindset when it comes to clothes, everything precise and disciplined. I’m a bit more relaxed. I like blurring the edges and dressing things down,” Parker said. “At home you’ll usually find me in oversize cardigans, hoodies and knitwear. That said, I loved the loose-fit Armani suit we shot at sunrise [for the Mytheresa campaign], paired with the flat sandals. I could absolutely see myself wearing that, sitting on a terrace somewhere with a coffee and a book. Armani has had some beautiful looks recently,” he said.

Titled “Best of Spring,” the Mytheresa campaign aligns with the e-tailer’s ambitions to expand its menswear footprint.

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

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