James Johnson, hair care and grooming expert, becomes the first man in an Ann Summers ad and will soon be offering a clothing collection of his own.
James Johnson will wear Intoxicated Bodystockings on billboards across the company's 140+ nationwide stores.
James Johnson said: “I am so excited, and proud, to be the first male in an Ann Summers campaign. I have worked with the brand for a while behind the scenes, so when they asked me to be involved I leaped at the opportunity.
"I adore Ann Summers and how inclusive the brand is, and to be a part of something so monumental is just amazing. I want to show people that guys can wear anything they like, and wear makeup if they want to."
"If wearing a catsuit or cat eyeliner empowers you then go for it. Dare to be you, dare to be different.”
Lucie Rose Donlan from the hit reality show Love Island will be supporting the campaign. A video including circus performers from the LGBTQIA+ community will be released in line with the launch.