Rylan Clark has followed in the footsteps of Helen Flanagan, by stripping naked for a new PETA campaign.
The new 'Big Brother's Bit On The Side' host - who is famed for his outlandish style - got his kit off in the new anti-fur ad, with his modesty preserved only by a strategically placed "No Fur" logo.
"Everyone knows I love fashion and costumes – the more spectacular the better – but the one thing I refuse to wear is animal fur", said Rylan.
"There's so much else we can wear today that it's ridiculous to kill an animal for their fur. If you see me in something furry, I'm faking it all the way!"
The new snaps aren't the first time that Rylan has stripped naked for a photoshoot, having famously sent his last nude pics to Blue's Duncan James in the hope of landing a date with the singer.
Rylan also turned out at London's Marble Arch on Wednesday morning to launch the campaign, ahead of Thursday night's 'Big Brother' launch, where he takes on his first presenting role since shooting to fame on 'The X Factor last year.
He's set to host companion show 'Bit On The Side', along with newcomer AJ Odudu and long standing host Emma Willis, who has also taken over from Brian Dowling as main presenter of the eviction shows.