Seriously sultry shots by celebrity and fashion photographer Yu Tsai showcase Guess’s Hero underwear line.
Sexy singer and actor Joe Jonas strips down to boxer briefs to promote Hero, a new line of men’s underwear from Guess.
It is the first time the brand has chosen a male star to be in its underwear campaign.
I am very excited to have Joe Jonas on board as the newest face of Guess. Joe is a cool and charismatic young man who embodies all of the characteristics of Guess’s DNA — sexy, young and adventurous. — Paul Marciano, Guess Chief Creative Officer
To prepare for the shoot Joe went on a diet and did a lot of boxing and cardio with his personal trainer.
It’s been a fun shoot, and my first time doing an ad in underwear, so it’s pretty exciting. It can be a weird thing to be sitting there in your underwear being photographed, but overall I had a blast. — Joe Jonas
In the photos, an oiled-up Joe models a variety of boxer briefs, t-shirts, and jeans from the collection that launches in February.