Twenty-eight-year-old British concert violinist Charlie Siem has been picked by Jason Wu as the new face of HUGO BOSS.

The German luxury brand went for a cultured choice with their latest campaign star: Charlie Siem’s day job involves playing a 300-year-old Stradivarius at concert venues like New York’s Carnegie Hall and London’s Royal Albert Hall.

Now he’s added to his impressive modeling CV with a Spring/Summer 2015 advertising campaign for Hugo Boss (below) shot by Inez Van Lamsweerde and Vinoodh Matadin in New York City’s Chelsea district.

“I’ve got a close mutual friend with Jason Wu, who suggested me,” Siem said of the collaboration with WWD. “That’s about it.”

Siem has previously appeared in shoots for Vogue as well as in the Chanel ‘Little Black Jacket’ project by Karl Lagerfeld.

The Eton and Cambridge-educated musician has also been the face of Dunhill and the Armani Eau de Nuit fragrance.