#Random. That's what we thought when we perused the first campaign images for Alexander Wang's sporty H&M collaboration.
Nestled amongst supermodels Joan Smalls, Racquel Zimmerman and Isabeli Fontana is Gateshead-born West Ham striker Andy Carroll, looking suitably brooding in a black and grey footballball jersey and shorts, signature long hair slicked back into a ponytail.
The 25-year-old was shot by photographer Mikael Jansson as part of Wang's "ultimate dream team", which also includes model Natasha Poly and kickboxer Rivaldino dos Santos.
"For the men's campaign, we wanted to work with non-typical male models. We chose soccer player Andy Carroll and kick boxer Rivaldino dos Santos, who both are as talented athletes as they are in front of the camera," said Wang of his selection.
"We wanted to take certain elements of each sport and portray the ultimate warrior," he told WWD. "The girls had to feel big and heroic, and Mikael used sunlight glares to heighten that effect against a stark white backdrop."
Admittedly an off-the-wall casting choice by Wang, perhaps he saw Carroll's first attempt at modelling for sportswear brand Umbro and was impressed. The footballer is currently dating The Only Way Is Essex alumnus Billi Mucklow.
The collection will hit stores on November 6 and is sure to be an instant sell-out, with people likely queuing for hours to get their hands on cut-price Wang designs.
As well as the print campaign featured here, Carroll will star in a television commercial, set to air from October 30.
Watch out David Beckham, you may just have a rival on your hands...