Daniel Kaluuya explains the real reason why he says no to fashion campaigns

Daniel Kaluuya has said he turned down fashion campaigns because a brand wanted to team him with white actors who ‘had not achieved as much’ as he has.

The Get Out star, 34, who won an Oscar for his role in Jesus And The Black Messiah, said he wanted to make sure he was ‘representing right.’

Discussing the offers from the fashion industry, he told British GQ: ‘I said no to them. I didn’t understand it. If it’s not a f*** yeah, it’s a no.’

He added: ‘They wanted to put me against two white actors that hadn’t achieved as much as me.

‘And I was all, “I wanna be on my own. Because that’s not gonna look good”.

Daniel Kaluuya, 34, revealed to British GQ why he says no to fashion campaigns as he explained: ‘I want to make sure I’m representing right’ (pictured in January)

Discussing the offers from the fashion industry, he told British GQ : 'I said no to them. I didn't understand it. If it's not a f*** yeah, it's a no'

Discussing the offers from the fashion industry, he told British GQ : ‘I said no to them. I didn’t understand it. If it’s not a f*** yeah, it’s a no’

‘I’ve done things. I just feel like I have a certain position. It’s not like, “Oh, I’m so cool.” I’m just like, “I don’t like that.”

‘It’s got to be because of what it means, because I want to be out there and make sure I’m representing right.’

He added: ‘I don’t take money just to take money. Not all money is good money. I want to make some great things that make people feel something and then go back to living my life. Know what I’m saying? Tell the truth and go home.’ 

Daniel’s directorial debut The Kitchen, which is inspired by the star’s upbringing on a Camden Town housing estate, is due to be released on Netflix on January 19.

The film is set in a dystopian future of London where all council housing has been removed and lead star Izi (Kano) and Benji (Jedaiah Bannerman) must fight to navigate the world as residents of The Kitchen, a community that refuses to abandon their home. 

Daniel and his co-director Kibwe Tavares have put all their faith in promising young star Jedaiah, who prior to the film was just an ordinary boy from South London with no formal training. 

Jedaiah stars alongside British rapper Kano in the film set in 2044  where the difference between the richest and poorest residents has sky-rocketed and social housing has been eliminated.

The pair play residents of The Kitchen – a community that is refusing to leave their beloved housing estate, despite increasing threats from the outside world.

Daniel explained to the publication: 'I've done things. I just feel like I have a certain position. It's not like, "Oh, I'm so cool." I'm just like, "I don't like that." 'It's got to be because of what it means, because I want to be out there and make sure I'm representing right'

Daniel explained to the publication: ‘I’ve done things. I just feel like I have a certain position. It’s not like, “Oh, I’m so cool.” I’m just like, “I don’t like that.” ‘It’s got to be because of what it means, because I want to be out there and make sure I’m representing right’

He added: 'I don¿t take money just to take money. Not all money is good money. I want to make some great things that make people feel something and then go back to living my life. Know what I¿m saying? Tell the truth and go home' (pictured at The Kitchen premiere in October 2023)

He added: ‘I don’t take money just to take money. Not all money is good money. I want to make some great things that make people feel something and then go back to living my life. Know what I’m saying? Tell the truth and go home’ (pictured at The Kitchen premiere in October 2023)

Daniel's directorial debut The Kitchen, which is inspired by the star's upbringing on a Camden Town housing estate, is due to be released on Netflix on January 19

Daniel’s directorial debut The Kitchen, which is inspired by the star’s upbringing on a Camden Town housing estate, is due to be released on Netflix on January 19

Even though the film has yet to hit screens, Jedaiah was longlisted for the 2023 BIFA Breakthrough award for his performance. 

Meanwhile there is another unlikely star as former footballer Ian Wright – who has only even played himself on screen – also makes an appearance in the film as a character called Lord Kitchener.

In an interview with Complex, Daniel was full of praise for Jedaiah – who he affectionately referred to as ‘Jedi’ – and revealed the teen gave notes on the script.

The first-time director and screenwriter explained: ‘Jedi is 14, I’ve written this stuff for months and he was just like, “That don’t make sense. A kid wouldn’t do that.”

‘And I go, “Oh yeah, you’re right. We’ll go with that!”‘

The February issue of British GQ is available via digital download and on newsstands on January 30.

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