Hair slicked back, looking like a tattooed Don Draper (his grandson perhaps?) David Beckham emerges topless from a swimming pool in only a soaking wet pair of Dior Homme jeans to grace Elle UK's much-hyped first solo male cover.
Photographer Doug Inglish opted for a variation on the classic crowd-pleasing shot made popular by Daniel Craig and his famous blue trunks - rippling six-pack and brooding stare as standard - to accompany Becks' musings on fame ("I never thought about the money, the fame. It never interested me, and it doesn't interest me now. None of that has ever excited me. . . ."), fatherhood ("It's great. I love to bite her legs, or shoulders. It's how a baby should be. She's so beautiful."), and his hard-working wife ("She comes home and shows me what she's been doing all day and what exciting dresses and bags she's got coming through. And then I say something boring like 'I got kicked today.'")
As the unofficial mascot for the British Olympics team (forget Wenlock and Mandeville the weird one-eyed robot amoeba dreamed up by Locog), Goldenballs is set to be the face of the summer - alongside the Queen - hence Elle 's interest in securing him for their front page.
If truth be told, however, they have had a solo male cover star before - Beckham's Olympic friend Boris Johnson - only BoJo, perhaps not being deemed quite so starry as David, appeared as part of a multiple cover issue to celebrate 25 years of London Fashion Week, and never quite made the newsstand being instead relegated to arriving direct to subscriber's doormats.
Never mind Boris, your day as a fashion god will come, just ditch those dragon shorts and keep on cycling.