Jon Bernthal has added a Fear of God campaign to a year filled with film, television and stage work. The actor stars in the fashion house’s Eternal Order campaign, which places him in a desert setting as the brand presents a collection reflecting an evolving view of its guiding principles.
The campaign joins a substantial list of projects on Bernthal’s 2026 résumé. His screen work includes Spider-Man: Brand New Day, The Odyssey, The Punisher: One Last Kill, The Bear and His & Hers. He also spent four months performing on Broadway in Dog Day Afternoon, completing the run without missing a show.
Fear of God describes the Eternal Order collection as the tenth full expression of its vision. For the accompanying campaign, the brand brought Bernthal to the desert, using sweeping natural backdrops intended to suggest landscapes with an enduring quality. The setting provides the backdrop for its latest interpretation of the principles embedded in the house.
Jerry Lorenzo, Fear of God’s founder and creative director, said his admiration for Bernthal extends to the way the actor approaches his personal life and his work. Lorenzo described Bernthal’s commitments to family, community and his craft as coming from a shared foundation, with a clear sense of purpose running through them.
“He’s always growing, always pushing himself but never losing sight of what grounds him,” Lorenzo said. He connected that combination of ambition and stability to what Fear of God seeks to achieve, explaining why Bernthal’s outlook resonated with him.
Bernthal discussed his own approach to taking chances when The Hollywood Reporter interviewed him earlier this year about his crowded schedule, including his Broadway appearance. He spoke against allowing the possibility of embarrassment, rejection or failure to dictate which opportunities a person pursues.
In that interview, Bernthal described the pressure to avoid hearing no or making mistakes as an obstacle to living fully. His response was to encourage boldness and a willingness to face rejection, an approach that accompanied a year of work across several different performance settings.
The Eternal Order collection is available online and through select retailers. Its campaign adds a fashion appearance to Bernthal’s screen projects and completed Broadway engagement.
