Retailer Marks & Spencer has signed up sharp suited singer Bryan Ferry as the new face of its tailored menswear.
The new adverts will be launched nationwide in September
The retailer is hoping the Roxy Music frontman will boost sales of its Autograph clothing range.
M&S advertising campaigns have grabbed headlines by taking on an array of talent - from 60s model Twiggy to former football star Alan Hansen.
"We're delighted to have Bryan on board. He's a real British style icon," said M&S marketing chief Stephen Sharp.
"What man wouldn't want to look as cool as Bryan Ferry?"
Mr Ferry is no stranger to the fashion world himself, having collaborated for many years with fashion designer Antony Price - famous for his shop on London's Kings Road.
The new adverts, snapped by legendary photographer David Bailey, will be launched nationwide next month.
M&S's move seems to signal a U-turn from the group's Autumn ad campaign last year when it signed up TV funnymen Bob Mortimer, Martin Freeman and Jimmy Carr to model the range.
At the time the group said it had made the move because its male customers were not keen on the "stereotypical" male model look.
M&S's decision to opt for Mr Ferry comes as a report suggests that men are turning their back on the "groomed" look sported by fashion icons such as footballer David Beckham.
According to a survey by PruHealth, more men are opting for the rough-and-ready look of fellow England footballer Wayne Rooney.