To be fair to Daniel Craig, given the high-glamour lineup at the Bond press conference on Thursday, he was always going to be on the back foot style-wise – which may explain why he decided to subvert the occasion entirely, going smart-casual when the dress code was clearly black tie. Or so we’re supposed to think.

Craig wins the red carpet for two reasons. First, he manages to be on trend without looking on trend. There’s an array of textures and gentle colour blocking, not unlike Prada’s AW14 menswear show which also saw a lot of collars and jumpers (albeit in slightly peppier colours).

Secondly, if you’ve been struggling with how normcore – 2014’s much-derided dad-sensible “movement” – works in the real world, then look no further than this: elegant layering, sensible trousers, forgettable shoes: three boring components which combine to look subtly cool.

Craig’s Bond has always shied away from the norm. In his two Bond films he’s worn tailored Brioni suits alongside Topman and Zara. His version of Bond is louche and brooding and his clothes are an extension of that; smart when gambling, practical when jumping through glass.

Craig doing normcore on the red carpet is a natty move because it gives away very little about the film. It’s worth noting that as the face of Omega, Craig may have chosen this look because black tie would cover up the watch. But that’s pure speculation.