A lot has been said of Rob Pattinson's new Dior campaign over the last few weeks, with little to suggest in print that the new ads for the luxury brand's Dior Homme fragrance would capture our attention the way David Gandy does, when he slips into his white speedos for Dolce & Gabbana, or Josh Holloway did - before Ewan came along on his annoying bike and ruined everything - when he jumped into the sea for Davidoff.
But now, Dior have released (via Twitter) the very first full image from Rob's upcoming ad campaign, and I think we can now - legitimately - lose our shit over the prospect of some stunning imagery, courtesy of legendary photographer Nan Goldin.
As much as I enjoy David Gandy in his white speedos for Dolce & Gabbana, and hate Ewan McGregor for running over Josh Holloway's far superior Cool Water commercial with his daft Adventure story, I much prefer my campaigns to seduce me with a story. Which is what I think Dior are going to treat us to when Rob's Dior campaign is released in full in September.
A short film directed by Romain Gavras will also be released to support the print campaign.