The famous Italian designer has decided to cast and photograph himself in an advert for his bespoke tailoring line. While he doesn’t seem too camera shy, like most designers, Giorgio Armani has in the past usually chosen someone else to model his clothes.

This time around though, the 79-year-old billionaire designer has chosen to steal the limelight for his new Made-to-Measure campaign, appearing in a black and white shot that he took himself.

“I like the idea of being its testimonial, wearing a jacket and a tie and presenting myself with a different image from the one people normally associate me with,” Armani told WWD.

Launched in 2006, the bespoke Made-to-Measure is focussed on what Armani calls “sartorial attention”. The campaign launches later this month alongside a new dedicated website which will allow customers to book tailoring appointments and explore the fabric, cut and finish options on the clothes.