Cristiano Ronaldo has swapped his hotpants for something even skimpier in the new campaign for Emporio Armani Underwear.
The Real Madrid footballer has replaced David Beckham as the face - and body - of the Italian brand.
Never the modest type, Ronaldo appears to have embraced his new modelling career with gusto, striking a series of moody poses and showing off a six-pack which would make Becks green with envy.
The 24-year-old reportedly maintains his chiseled abs by performing 3,000 sit-ups a day.
Giorgio Armani was full of praise for the "sexy" sportsman.
"Cristiano is a great-looking young man with the perfect physique of an athlete," Armani said.
"For me, he is the essence of youth - spontaneous, exciting and a real maverick. It is for his energy that I have chosen Cristiano to become the new face of Armani Jeans and Emporio Armani Underwear - for his youthful, exciting, and, yes, sexy attitude."
In the ad for Armani Jeans, also in moody black and white, Ronaldo can barely keep the jeans on.
He said: "Giorgio Armani is a legend in the fashion world and I have long been a fan of his work. I am very pleased with the pictures we have done together - they are certainly striking and are full of attitude and a spirit I can relate to."
The footballer's fashion sense is legendary and was the cause of much hilarity when he was at Manchester United.
His style crimes included metallic hotpants and a love of baby pink. When he was ridiculed for wearing tiny shorts and tucking a pink flower behind his ear last summer, he retorted: "I don't know why people are so interested in what I wear on holiday. Men wear pink these days. OK, not many men were flowers, but it's good to be different."
Ronaldo joins Megan Fox, the Transformers actress, unveiled this week as the female face of Emporio Armani.
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