“Lately, a men’s shirt expresses how I feel”: Eton taps Maggie Gyllenhaal as its first female ambassador

The line between menswear and womenswear is becoming increasingly blurred. This is especially true when it comes to tailoring, with relaxed suiting and oversized button downs further dissolving fashion’s traditional gender lines. Swedish shirting brand Eton got the memo, introducing its very female ambassador: the one and only Maggie Gyllenhaal. Fronting a striking black and white campaign lensed by Gray Sorrenti, the American actor, director and writer brings her quiet confidence and effortless cool to Eton’s classic mens dress shirts.

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This is hardly the first time Gyllenhaal has dabbled in borrowed-from-the-boys tailoring. Not only is she partial to a suit on the red carpet, she’s also served indelible tailored looks on-screen, most notably in cult hit Secretary and as assistant DA Rachel Dawson in The Dark Knight. It’s no surprise, then, that Gyllenhaal has an opinion or two when it comes to the perfect dress shirt. “I like my shirts to be a bit oversized,” she says. “I also like when they’re soft enough, or thin enough in the fabric, that you can still see your body underneath or at least feel your body underneath the shirt.”

Given Gyllenhaal’s specific shirting preferences, Eton’s offering fits the actor just right. “Lately, a men’s shirt expresses how I feel and complements how I want to operate,” she says. The campaign finds Gyllenhaal pairing a crisp white shirt, unbuttoned and pushed up the arms to emphasise the sense of ease, paired with simple black trousers. Elsewhere, she pairs a striped shirt with everyday faded denim.

For photographer Gray Sorrenti, capturing Gyllenhaal was a particular pleasure. “Shooting with Maggie was special because she radiates this strength and focus that I admire,” she says. “Her confidence on set made everything feel effortless, and we built a really natural connection. For me, as a young female artist, working alongside her and seeing how she moved and expressed herself was inspiring. She brought this rare mix of power and authenticity that felt so true.”

It was that very ease and authenticity that drew Eton to Gyllenhaal in the first place. “Maggie embodies everything we admire: intellect, and an instinctive sense of style,” says Janelle Hallberg, the Brand and Communications Director at Eton. “She represents the shift in menswear – a move toward deeper cultural resonance, individuality, and relevance – and brings that clarity to Eton.”

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Gyllenhaal has never been one to conform to expectations, and that extends to her wardrobe. “I think anyone can wear whatever they want and I always have,” she says. And these days what she wants to wear is a perfectly relaxed Eton shirt. And boy does she wear it well.