Not one selling St Tropez products, his tan brand of choice, or booking slots at his new space at the Sanderson Hotel; instead it is a tanning take on street style blog, The Sartorialist. The Tantalist, whose identity is hidden, has paired up with James to head out onto streets around the world taking pictures of people with great fake tans.
Accompanying the photos are handy hints and tips from James to keep you looking your bronzed best; there is even his pick of the best ‘tantone’ nail polishes, hinting that this blog is more than just pretty tans.
So, what’s next from The Tantalist blog, some winter-sun posts from foreign climes or more tan-inspired beauty products? Who can say?
All we know is it’s going to be tantastic.