Dunhill dresses up Olympians

Poor models. First actresses shouldered in on their lucrative beauty and fashion contracts. Now it’s muscle-bound, medal-winning, high-endurance Olympians standing as competition for the best jobs.

Athletes continue their onward march on the fashion and beauty spheres with Dunhill’s new ‘Voice’ campaign. The British menswear brand signed four-time gold medallist rower Matthew Pinsent, champion gymnast Louis Smith and double-gold winning sailor Iain Percy for its spring-summer 2012 ads

Shot by David Sims, the campaign features each of the athletes in Dunhill finery alongside quotes about what it takes to succeed in sport. The captions say it’s all about drive, determination and hard work (the images suggest that a well-tailored tuxedo helps too).

The Dunhill deal follows Procter & Gamble’s signing of Jessica Ennis, Keri-Anne Payne and Victoria Pendleton as ambassadors for its beauty brands.

2012: it’s not just about the medals, you know—it’s how good you look on that podium.

Read how ELLE gots inspired by the Team GB gymnasts