It's hardly the first time we've seen David Beckham in the buff - let's take a moment to remember his semi-naked exploits when filming a H&M ad back in January - but seriously, who's going to not look again?
Victoria's other half is back in front of the camera, modelling his first line of swimwear for the Swedish brand.
'We've worked hard to create new classics for men, with great fit, comfort and also style,' says Beckham.
Shot by photographer Glen Luchford, the debut collection of briefs, trunks (is the term 'budgie smugglers' due for a revival yet?) and swim shorts will launch on May 22 - but for now, we'll just enjoy the pics.More