I will confess right up front that I do not know of John John Denim. I am probably going to quite happily get through the rest of my life not knowing who they are. But I know this. Young American actor Zac Efron is the new face of the brand and the campaign images have just been released.

Ever since I bumped into Zac in a lift in Barcelona — and had a brilliantly awkward conversation with him in which I was really funny and he was amused — I have had a soft spot for the guy. So I keep an eye on his projects. And share them with you.

Apparently this denim campaign was shot by a photographer called Jacques Dequeker and styled by Jenny Richter and Felipe Veloso for the John John brand.

So if you like this kind of boy-next-door-goes-a-bit-rough-bad-boy then these are your type of pictures. I just think Zac is growing up and filling out so nicely.