Take That are to front a new campaign designed to attract a new legion of customers to Marks and Spencer.
The high street giant has asked Gary Barlow, Mark Owen, Howard Donald and Jason Orange to become the store's new publicity faces for this season.
They will front the new Autumn Autograph campaign, which is set to be launched in early October.
It follows the hugely successful advertising campaign for the company's women's wear featuring Twiggy, Lizzy Jagger, Erin O'Connor, Laura Bailey and Noemie Lenoir.
Commenting on the partnership, the band said it was "brilliant to be working with such a strong British brand as M&S".
"We were really impressed with the Plan A eco-initiative that M&S launched in January and the commitments the company has made towards greener retailing," they added, referring to the firm's attempts to embrace more environmentally-friendly initiatives.
"It's really important to us to work with people who share our values as well as make great clothes."
The campaign will feature the band in group and individual poses and will use photographs taken in London by award-winning snapper John Rankin.
Take That reformed last year for a reunion tour and album, having been hugely successful in the 1990s.
The foursome – without original member Robbie Williams – are set to embark on a European tour, also sponsored by M&S, from next month in the lead-up to Christmas, with support from Sophie Ellis-Bextor.
"Take That have had a phenomenal 12 months and it's great to see them doing so well - long may it continue," M&S marketing executive director Steven Sharp said.
"We are very excited to have them on board especially because of their support for our Plan A work which is at the heart of our business."
The Beautiful World tour kicks off in Belfast on October 11th and culminates in Manchester on December 23rd.
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