Quantum of Solace ditched the staid "Bond, James Bond" introduction, the vodka martini is swapped for beer in Skyfall, and even 007 himself reversed roles to become the cinematic eye candy as Daniel Craig, right, announced his arrival to the world in Casino Royale's itsy-bitsy swimming trunks.
But there's one thing that's never going to change: his wardrobe.
We're never going to see the unstoppable MI6 agent dispense with pristine tux to slum it in a hoodie, a scruffy check shirt or, Heaven forfend, jogging bottoms.
The much-anticipated 23rd Bond film is sure to give a boost to menswear retailers that offer a tailored, sharper look.
And nowhere is that English heritage appeal better showcased than in the new Autumn/Winter collection at Moss Bros.
The London-based men's suiting and formalwear hire specialist is drawing on its 160-year history for the current season.
Its premium 'Moss 1851' collection is a celebration of craftmanship learned since the company was founded as a second-hand clothes shop in a corner of Covent Garden in 1851.
It uses the fine fabrics and classic shapes laid down in its archive and updates them with contemporary flourishes – that classic Prince of Wales check or cable stripe is finished with a modern contrasting edge or slim-fitting trousers.
And the devilish detail would impress even M's gadget geeks – look out for the hidden flower loops under lapels, discreet coin pockets and brace buttons on waistband interiors.
l FOR INFO: 020 7447 7200 or www.moss.co.uk
There are Moss Bros stores in Buchanan Galleries (0141 332 3795) and at 25 Renfield Street (0141 248 7571).
n Left: suit £279, shirt £40, bow tie £10, handkerchief £7 Right: jacket £129, handkerchief £7, scarf £35, belt £20
n Jacket £149, shirt £30, merino jumper £25, chinos £35
n Suit £399, shirt £80, tie £25, coat £399
n Jacket £89, shirt £30, tie £20, chinos £35, shoes £125
n Suit £199, waistcoat £50, shirt £40, tie £20, jacket £69
n Suit £129, shirt £30, tie £20, handkerchief £7